Getting Mexican women interested into a unknown brand and sports.
Branded Entertainment (MBA) was the best way to launch a brand, communicate attributes and engage moms into sports through story telling.
Sports shows have low audience ratings among housewives and last two Olympic Games broadcast had audience declining trend.
Mexican mothers love to hear stories, no matter where they come from. But they are even more interested in those where they are the main character.
In Mexico, mothers are the most important and respected icon within Mexican family values.
Launch P&G Brand in Mexico, where it was not known, communicate what P&G stands for, P&G Brands, and the International Sponsorship of the Olympic Games.
Awareness goals were too high to reach considering that the TV copy though highly emotional, was poor linking P&G with the message.
· P&G brand awareness exceeded goal 104 index. 87% of source of P&G awareness came from OTV (BE). Brands linkage to P&G grew 283 index vs. initial tracking.
· Televisa's commitment: higher housewives ratings, 120 airtime minutes free, premium properties. Air P&G's content etc.
· 20,000 stories were received vs 6,000 estimated.