Case Study: Addmix Transformer

Late 2009, a long time friend and mentor, Gilbert Cruz, approached me for marketing advise. He wanted to create a low budget TV commercial which he can immediately air as part of the freebies he is getting for sponsoring a basketball team in the PBL.

As a PBL league member, he is entitled to so many exposures or spots of 30 second TV commercials. He had some ideas on how to tell his brand story. His words as I still recall it: "I was having breakfast, getting ready to go to work in my construction project. I wanted to find out how I can build stronger buildings faster. Then addmix came to mind."

Being a technical-marketing person, I knew what his addmix could do. Just a drop can mean a lot. It's so much like MSG for food, as addmix is to cement. My first battle with Gilbert was to get him, the brand owner, to agree on the brand DNA, or differentiator: Transformer. Addmix Transformer.

Asked how much budget he was willing to spend for the TVC (TV commercial), he replied- as low as possible (not surprisingly) but we finally agreed that it should not exceed P 150,000.

I had nobody else in mind to do the project except Jay Adlao, of Outbound Asia. Have worked with Jay in a number of  successful, tight budget video and exbition projects.

Here is what we came out with...

Here is what it cost...

It took about 3 weeks to get from concept to execution.

This included getting Adboard approval for some of the content of our TVC. Here is the top part of a 2 page letter

       and going through 2 storyboard revisions....

   The transformation from idea to execution was easy because of a complete ad brief to the agency.

   Here are some of the press-release and web news on the Addmix PBL Team

And here is the "free" version of a more comprehensive website I designed and implemented for Addmix Transformers... (the paid version was removed 2 years after the PBL team disbanded.)

http://addmixforconcrete.blogspot.com/