Celebrity. Status. Power. Things that Filipinos look up to; but through the landmark campaign "Aray ko, Galing ko" (My Pain, My Glory), Alaxan FR sought to add two more: pain and hard work. Working on the insight that while ordinary Filipinos may never achieve the status of Manny Pacquiao, their pain and hard work make them true heroes.

But with the Filipino tendency to be ashamed of their pain; the non-differentiation between brands endorsed by Pacquiao; and competition from topicals and targeted pain relievers, it wasn’t easy. The solution? Come up with a relevant emotional platform that maximized Pacquiao as an ambassador and to equate pain with pride.

So the campaign laid out an integrated marketing plan that feted the toughest jobs in the country, on-boarded labour agencies, spotlighted Pacquiao as a hard worker and unveiled the first statue of the boxing legend.

Persuasion was high for the campaign, with 51% likely to use Alaxan after the campaign.

Local and international media exposure was also substantial with Php 28,753,321.71 ($ 663,914.20). Alaxan recorded an 11% increase 2 months into the campaign; after a year, Alaxan’s position as market leader was reinforced with a 24% market share (nearest competitor had 7%).

Credibility Building:As the lead in developing competencies of Filipino workers, DOLE, OHSC (Occupational Safety and Health Center) and BWC (Bureau of Working Conditions) lent its support and credibility to the campaign.

Online Engagement:www.toughjobsphilippines.com served as a repository for the contest. To drive traffic to the site, contests were run in Facebook and individual blogger sites.

Key Media Communications:1. Aray Ko, Galing Ko is our way of paying tribute to the ordinary, hard-working Filipinos and to the dignity of their labour.

2. Pacquiao epitomizes their strength, resiliency and toughness.

3. Alaxan FR is a champion of the hardworking Filipino when it comes to pain relief."Aray ko, Galing ko" Art Installation:National Artist Fred Baldemor was commissioned to create the sculpture. The installation was set to rise at SM Mall of Asia’s San Miguel By the Bay, which receives an average foot traffic of 400,000 everyday.

• "Aray ko, Galing ko" was recognized by 72% of respondents from the Greater Manila Area, Luzon, Visayas and Mindanao • After the campaign, 51% of the respondents said they were likely to use the product.• The unveiling of the art installation landed on the front page of the Philippine Star• Blogs from CNN, Reuters and Yahoo Philippines gave international exposure.• News and Public Affairs programs from all Philippine networks such as ABSCBN 2, ANC, GMA 7, RPN 9, TV 5, IBC 13 and NBN 4 also reported the story.• A total of Php 28,753,321.71 ($ 663,914.20) was received in media exposure.

• Reinforced the brand’s position in the market • Earned an average sales increase of 11%, 2 months following the launch—gaining a 24% market share for Alaxan versus the competitors 7%.