Champion Detergent: Turnstiles Advertising - A pioneering approach to OOH
Chi Salumbides, Chi Salumbides and Ivy Fajardo
Campaign details
Brand owner: Peerless Products Manufacturing CorporationAgency: PHD PhilippinesBrand: Champion DetergentCountry: PhilippinesChannels used: Outdoor, out-of-homeMedia 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...