MANILA, AUGUST 31, 2013 – A total of 44 metals were dished out at the 7th Internet and Mobile Marketing Association of the Philippines (IMMAP) Boomerang Awards Night 2013, held Friday at the Loft Manansala, Rockwell Center, Makati City. Five Gold, 19 Silver and 20 Bronze awards marked history in Boomerang.
2013 Boomerang Awards has redefined its focus on effectiveness of digital campaigns. This year’s awards shifted from media-specific categories to categories according to campaign and program effectiveness, both with a duration of less than one year. Its sub-categories were further divided by industry to provide a relatively fair competitive field.
OgilyOne Worldwide, Di9it/DM9 JaymeSyfu and Mobext emerged as the biggest winners of the night.
OgilvyOne’s haul included two Gold metals for ‘Nestlé Club’ for Programs by Industry and Programs Effectivity. The campaign also brought OgilvyOne and Nestlé Philippines one of the ‘grand slam’ awards with its Best in Business Results. The agency also sealed its lead with two Silver awards – one each for Gerber Food’s ‘Gerber Farm’ in Campaigns by Industry and Clear Men’s ‘Dream Match’ in Campaigns Effectivity. It also bagged three Bronze awards – two in Campaigns by Industry for Minute Maid Pulpy’s ‘Improv Your Day’ and Clear Men’s ‘Dream Match’ and one in Campaigns Effectivity for KFC’s ‘Cheese Top Burger.’
Another agency that dominated the competition was Di9it/DM9 JaymeSyfu with two Gold metals for Gabriela EVAW campaign ‘Bury the Past’ for Campaigns by Industry and Programs Effectivity. DM9 also nabbed a Silver in Campaigns by Industry for ‘Manila Scandal’ for the same client.
Mobext bagged a Gold in Campaigns Effectivity and a Silver in Campaigns by Industry for its ‘McDonald’s AngPao coupons.’ The same campaign brought home this year’s Smart Special Award, the telecom giant’s branded award which was introduced in last year’s Boomerang.
MRM Worlwide took home four Silver awards – two in Campaigns Effectivity for Nescafé’s ‘Earth Defending Giant Auto Robot’ (EDGAR) and Nestlé Alpo’s ‘Toffee, the Ultimate human whisperer’; and another two in Programs Effectivity for Nestle Kitkat’s ‘The Break Movement’ and Royal’s ‘Kulitkada.’
Havoc Digital Inc. received two Bronze awards for Smart International Services ‘What’s your Pasalubong?’ in Campaigns Effectivity under Sales and Trial categories. It also brought home two Silver awards, one for Programs Effectivity for ‘Online Store’ and another one for Programs by Industry for ‘My.Smart customer service portal’, both for Smart Communications.
Publicis Manila, Leo Burnett/Arc WorldWide Phils. Co. Inc., and McCann WorldGroup Philippines received three awards each during the night.
Publicis Manila’s ‘Tweet Surprise’ for Nestle Drumstick Duo nabbed two Silver awards in Campaigns Effectivity under Engagement and Sales category; and a Bronze in Campaigns by Industry.
McDonald’s ‘Twister Fries’ gave Leo Burnett a Silver in Campaigns by Industry and Campaigns Effectivity. The agency also won another Bronze for Samsung Galaxy SIII ‘Samsung Staredown.’
McCann WorldGroup Philippines’ ‘Get Out More’ for Bank of the Philippine Islands bagged two Bronze metals, one each for Programs by Industry and Programs Effectivity. ‘Project Refresh’ for Sprite won a Silver in Campaigns Effectivity.
BBDO Guerrero | Proximity Phils.won two awards for Department of Tourism ‘Country Brand.’ The campaign won a Silver in Programs by Industry and a Bronze in Programs Effectivity.
ABC Development Corp – TV5 was the only awardee under Publishing and Media who nabbed metals during the awards show. ABC won two Bronze Boomerang for ‘Kristn’ in Programs by Industry and ‘Ask Ms. World.’
This year’s Silver winners were Wunderman Manila for Intel Digital Literacy initiative‘s ‘Easy Steps online’ and Nokia Philippines’ Nokianatics and Publicis JimenezBasic for Globe Prepaid ‘Go Sakto.’
Bronze awardees for the night were Sun Life Financial Philippines for ‘Sun Shorts’, NuWorks Interactive Labs for Nestle Crunch’s ‘Fun Philosophy’, iProspect Philippines for Adidas’ ‘Boost’, Tribal DDB for Smart Communications’ ‘Vote Smart’, Lowe Inc. for Axe Deodorant’s ‘Axe Anarchy’, Ayala Land – Commercial Business Group for Ayala Malls – Glorietta ‘The New Glorietta Vibe’, and Movent for Lipton Yellow Label Tea ‘Cus-TEA-mizer.’
This year’s Boomerang Awards posted its highest number of entries totaling to 129 entries, proving the growth of digital creative works in the Philippines.
“While the Boomerang is still the new awards show, it plays an important role in our industry. By recognizing the country’s best work, it aims to drive confidence, inspiring bigger, bolder and more effective marketing platforms within the digital space,” remarked Boomerang Committee head and OgilvyOne Manila general manager Isa Garcia-Sicam.
More photos: https://www.facebook.com/media/set/?set=a.10152477995431758.1073741868.30737426757&type=1&l=5a22e0cad8
For Boomerang Awards 2013 shortlisted entries and juries, read http://www.adobomagazine.com/global/module.php?LM=news.level1&id=1377764881744
