Champion Detergent: Turnstiles Advertising - A pioneering approach to OOH

Chi Salumbides, Chi Salumbides and Ivy Fajardo

Campaign details

Brand owner: Peerless Products Manufacturing Corporation
Agency: PHD Philippines
Brand: Champion Detergent
Country: Philippines
Channels used: Outdoor, out-of-home
Media budget: Up to 500k

Executive summary

The detergents category is one of the most competitive in the Philippines, but the last five years had seen a stagnant growth in market share. Competition had entered a stage of homogeneity with key players pitching the same promise of effectiveness and superiority on the same platform – television.

To get away from the clutter, Champion Detergent ventured into out-of-home (OOH), an under-utilised medium with great potential. The brand decided go with non-traditional OOH executions, and in the process saw the opportunity to 'own' all Light Railways Transit (LRT) turnstiles. This set a benchmark in OOH marketing with the introduction of 'turnstiles advertising'.