The agency won the prize for its Sunod Sa Galaw marketing campaign for Rejoice shampoo. Bernard Glock, P&G vice-president, global, for media, said the campaign won for creating "multi-touchpoint marketing innovation".
D Sriram, Starcom's SE Asia/India MD, said the campaign leveraged Filipinos' love for music and pop culture. The agency tapped the country's famed novelty hit-maker to develop a Rejoice song that incorporated the brand's tagline in the title. The music video featured teen stars, followed by media-based activities, including the Sunod Sa Galaw Girl dance contest.
Other initiatives included downloadable mobile phone ringtones, mall-based dance contests and shows, airplay of the song on the radio, and a promotional CD.
