PHILIPPINES, AUGUST 24, 2010 – Publicis JimenezBasic’s "Hanga sa Hinga" for Decolgen won a Silver Cyber Boomerang in the Viral Marketing category at the Boomerang Awards last Thursday. The agency took six out of the nine finalists spots in the category.
Decolgen’s cold suffering market consisted mostly of young working adults who spend countless hours trolling the web and actively participating in its social trends. Thus, the brand sought an interim campaign devoted to online material that would get the market involved and lead them to the product, via a channel that they are constantly on – while still being interesting enough to be shared, and participated in.
The insight: expelling mucus or pagsinga can become an uncomfortable obsession brought about by a clogged nose. The message: Decolgen stops the swelling of nasal pathways, giving you the freedom to breathe easy.
With the task at hand the agency came back with Hanga sa Hinga (Breathtaking Breathing) videos – a breakthrough campaign for the category. The idea was to exaggerate easy and unclogged breathing by revealing people who had unbelievable nose-blowing talents.
A series of viral videos were released online, both on YouTube and on a microsite, and these featured nose-blowing stunts and a great demo of what wonderful things are made possible by an unclogged nose. These videos promoted a site where they could watch even more videos and participate in the campaign.
Viewers were lead to the videos initially through blog postings such as in Yugatech, Facebook uploads, and was then even picked up by radio stations as the videos grew popular.
As with most viruses, this one was just as catching, aside from infecting blog sites, radio stations, and participants’ imaginations, users continued to generate their own version of Hanga sa Hinga videos, which propelled awareness and engagement even further. Total video views passed the 160,000-mark in the span of 3 months, while 160 user-generated videos of their own Hanga sa Hinga versions sprouted all over YouTube, and on the microsite.
But more importantly, the brand successfully ventured into the digital realm with a fresh campaign that banked on viral success and a good online strategy. In the end, a lot of creative minds – and nostrils – were opened up to one entertaining brand experience.
