Philippine brands reveal their success stories in APPIES 2013

MANILA, AUGUST 15, 2013 – Six Philippine marketing campaigns will be presented in the Asia Pacific Marketing Congress (APPIES) 2013 happening today and tomorrow at the National University of Singapore Society.

Three campaigns were shortlisted under food and beverage category, one campaign each for consumer services, non-food FCMG and pro-bono/government/cultural categories.
Cebuanna Lhuillier Insurance Solutions’ ‘2012 Search for the Happiest Pinoy’ is one of the shortlisted campaigns under consumer services category. The campaign, made by PJ Lhuiller, showed real stories on happiness and resilience that played a central role in the strategy. It received over 13,000 nominations for the search and noted a 487.36% increase in media values and a 33.74% increase in revenues for Cebuanna Lhuiller. The presenters are Jonathan Batangan, general manager of Cebuana Lhullier and PR manager of PJ Lhuillier Cheer Mae Ecarma.
Coca-Cola nabbed two slots for food and beverage category for their campaigns ‘Coca-cola President for Happiness’ and ‘100 Years of Coca-Cola in Philippines,’ Both campaigns were made by McCann Worldgroup for the beverage company’s 100th year in the Philippines. The presenter for this campaign is Ma. Theresa Jae Sonza, marketing manager of Coca-cola. The first campaign won back the generation of teens by having a president for happiness who mimicked how a real president interacts with his constituents. On the other hand, the latter campaign used this milestone as a year-long stage to give back to the same Filipinos who made the first 100 years possible and would set the stage for the next 100.

Another Philippine company who earned a spot under food and beverage category is Alaska Milk Corporation. The ‘Ginang Alaska’ program, made by Lowe Philippines, has successfully given women a platform to fulfill a strong emotional wish: to show the world that there’s more to the plain housewife than society realizes and takes for granted. Global planning director of Lowe Worldwide Allan Fraser-Rush is the presenter of the entry.

Unilever nabbed a spot in non-food FMCG category with their ‘AXE Anarchy Raid’ campaign by Lowe Philippines. The campaign which showed a hundred women chasing a hundred handcuffed men to find their match and in a million pesos each, generated a million dollar income for AXE. The product’s campaign will be presented by Gem Laforteza, brand manager of Axe & Closeup for Unilever.

Department of Tourism’s slogan ’It’s More Fun in the Philippines’ (BBDO Guerrero) was shortlisted under pro-bono/government/cultural category. Chief executive of BBDO Guerrero Tony Harris is the presenter for the entry. The campaign, which utilized the power of social media turned 95 million Filipinos into a massive and creative tourism sales, became the #1 global trend on Twitter just 2 days after its launch, increasing Google hits for the Philippines by +231%. Tourism arrivals hit an all-time high, effectively delivering a ROI of 82:1

These campaigns will be presented by their creators or brand marketers in a unique presentation format totaling 20 minutes per campaign: four minutes for a video on the overall aspects of the campaign, six minutes for the live presentation on the results of the campaign, and 10 minutes for questioning.

Top five best marketing campaigns from over 100 shortlisted entries from the region will be recognized during the awards presentation on the last day of APPIES 2013.



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