WINNER
Category: Advertiser of the Year
Client: Bayer Philippines
Agency: BBDO/Guerrero Ortega
Mr Georg Stocker, consumer care general manager of Bayer Philippines,
aimed for market leadership for his two flagship brands.
While Bayer's Baygon was already a market leader, it was threatened by
Raid. Meanwhile, Bayer's Canesten was second to Trosyd.
The client's success was based on applying Bayer international search
protocols, localisation and the courage to run with big ideas.
For both brand developments, research was highly leveraged. All concepts
went through qualitative research and the storyboard was fine-tuned
based on the learnings.
The produced materials were then subjected to quantitative pre-testing
prior to airing.
The re-launch packages of Baygon and Canesten included educational
programmes to selected target audiences.
That paved the way for the new campaigns.
For Baygon, a grassroots educational programme on the threats of
mosquitoes and cockroaches was pursued.
This included town-based seminars and actual spraying of infested
areas.
Both programmes had a media component to highlight the news value.
For Canesten, a special unit was tasked to re-educate the doctors on the
benefits of Canesten.
Both Baygon and Canesten grew in the market, with Baygon expanding 1.5
times faster than the market.
The brand grew five per cent over its 1999 value, while Canesten grew
2.6 times faster than the market, 51 per cent over its 1999 value. The
market grew by 14 per cent.
Baygon, according to ACNielsen Philippines figures, managed to dominate
the insecticides market.
Canesten took the top position from Trosyd, giving it 40 per cent of the
market share.
For Canesten, the client invested in "detailing" doctors, which involved
one-to-one visits by Bayer medical representatives. The client also
sponsored medical seminars for dermatologists and general
practitioners.
A survey was conducted by IMS amongst doctors and found Canesten "the
most prescribed anti-fungal OTC brand".
The client decided to take a single-minded approach in OTC advertising
that traditionally included at least three benefits in TV
commercials.
The agency was pushed to deliver a simple message to the target
market.
Two TV commercials - "Line-up" and "Surgeon" - were used to dramatise
Canesten.
An educational campaign was conducted through "Love chain" to show how
fungal infections spread from person to person.
A new product, Canesten Foot Powder, was introduced. Leveraging on the
buying capabilities of BBDO/Guerrero Ortega's media division,
five-second spots for Canesten Foot Powder were creatively negotiated as
part of the total Canesten brand media package.
For Bayer's educational programme, the agency's media division led
creative media planning and buying strategies and tactics.
The client and agency established a partnership with television station
ABS-CBN.
With ASYM as the base campaign, the Baygon Anti-Dengue and Ipis-Alis
(Eliminate Roaches) campaigns reached 694,000 viewers nationwide and
physically visited areas across Metro Manila.
Morning news reports alerted viewers on the urgency of getting rid of
mosquitoes and roaches, especially during the rainy season. It
highlighted the dengue epidemic in certain areas and how the Baygon "Men
in Black" were counter-attacking in these areas.
This was followed on-air by anti-dengue tips for the viewing public.
For the three months to the re-launch of Baygon Mosquito Killer and
Cockroach Killer variants, the ASYM crew followed the Baygon "Men in
Black" daily.
They gave lectures to residents, including fun dramatisation that
included mosquito and roach mascots that were exterminated.
The group, which proceeded to spray mosquitoes and roaches, penetrated
some 1,080 infested areas.
The programme was completed with the "Ipis-Alis" public service TV
commercial.
The creative team gave "peace of mind" to consumers through the "Imagine
life without Baygon" theme.
The Cockroach Killer variant required extra work from both the client
and the agency.
The client had a unique product that not only killed the roaches, but
also the germs and eggs left behind.
Desk research followed and learnings became the inspiration for the
launch campaign that featured the "Mating" TV commercial and a four-page
print series.
