Campaign details

Brand: Breeze
Brand owner: Unilever Philippines
Lead agency: Mindshare Philippines
Contributing agencies: Silverpush
Country: Philippines
Industries: Laundry products
Media channels: Mobile & apps, Online display, Social media, Television
Budget: 500k - 1 million

Executive summary

Breeze, one of the fastest growing laundry detergent brands in the Philippines, was launching a new variant, Rose Gold Perfume. The brand was aware that TV is a saturated space for the category, yet the preferred above-the-line-medium for product launches.

The brand was also aware that an increasing number of TV viewers are demonstrating more disengaged and passive behaviour in terms of viewing habits. More than 60% of audiences engage in multi-screen behaviour and use mobile while watching TV – mostly during commercial breaks, and to keep up with social media.