Grey effort wins P&G global brand award

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