Grey effort wins P&G global brand award

MANILA: Campaigns & Grey has beaten two finalists to win Procter & Gamble's 'Best sustained brand-building' award for its work in turning around Ultra Joy in the Philippines. In all, about 400 entries were submitted for the seven prizes presented by P&G at its bi-annual awards ceremony in Cincinnati. P&G judges credited the agency for having "effective and highly-appealing plans" based on profitable share, income and growth as well as strides in achieving brand equity against competing brands over a minimum two-year period. Ultra Joy's rise to market leadership has been extraordinary given that P&G had considered dropping the brand after failing to make inroads in the Philippines two years after the product's 1994 launch. Campaigns management supervisor Meldy Warren said the agency devised a series of high-profile challenges to illustrate Ultra Joy's superior promise benefits against established rivals such Colgate Palmolive's Axion and Ajax brands. The challenges were incorporated into a programme which encompassed television commercials,nationwide television coverage by the country's biggest TV station and consumer participation. The first initiative - the low-budget 'Doorstep challenge' - took Ultra Joy into local homes, getting housewives to test the brand against their existing detergent. The aim was to prove the product's value and strength, showing that only a small amount of Ultra Joy was enough to clean stubborn grease stains from a variety of surfaces. The filmed visits were subsequently turned into commercials, which benefited from the "genuine and unscripted" responses, said Warren. Subsequent challenges were bigger and more ambitious in scale. The agency arranged to stack cleaned dishes along the length of the country's longest bridge as part of a challenge for the Guinness Book of Records and to wash dishes for a day for the Philippines' biggest shipping company and a hotel. Beyond TV spots, the challenges incorporated competitions for consumers to guess the number of plates washed and a local TV station was roped in to provide regular updates. "We always tried to keep all the activities integrated and we ensured it was interactive with consumer participation," Warren said.

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