MANILA, PHILIPPINES — Amidst the ongoing challenges of the pandemic in the Philippines, the Havas Ortega Group continues to fight in bringing pride to the country with their recent accolade as the only agency to bring home a medal in this year’s Festival of Media Global Awards. Together with the City of Valenzuela, they received the Bronze Prize for their “Paspas Permit – Predictive Print Ads” campaign.
“Paspas Permit Predictive Print Ads” is a collaboration that aimed to encourage more entrepreneurs in Valenzuela to use the city’s online business registration platform through the help of print publications.
The predictive ads were customized to align with the news that the reader would be seeing on the day’s paper, emphasizing that by the time they finish reading the news, they would have completed registering their business. To accurately do this, Havas Ortega collaborated with print publications in identifying upcoming stories, allowing them to place custom ads a few pages before the specific articles they’re alluding to.
Through the Paspas Permit ad campaign, which highlighted Valenzuela’s 10-second business registration process, the city’s business registrations and transactions grew significantly in 2020. After running the ads last year, business transactions in Valenzuela went up from 22 to 2,621 corresponding to over 232 million pesos in the city’s income.
“We are so proud that Paspas Permit has been recognized by a world-class organization, along with other noteworthy campaigns from all over the world,” said Valenzuela City Mayor Rex Gatchalian. “The award and the result of the campaign only demonstrate that, when addressing the city’s problems, it pays to turn to innovative and creative ideas. We look forward to coming up with more engaging communications campaign to support our programs for the people of Valenzuela.”
“We at Havas enjoy working with the City of Valenzuela on meaningful projects such as this,” expressed Havas Ortega’s Creative Director Griffey De Guzman. “We value the recognition from the Festival of Media Global Awards and are thankful to all the partners who supported us in this project. We do hope this can inspire more initiatives to help Filipinos on their road to be an entrepreneur.”
For more than 14 years, the Festival of Media Global Awards is the only awards to recognize the best media campaigns from around the world from those involved in brand communication. Other finalists this year from the country is AdColony for Union Bank with Best Use of Mobile and Huddle Room for B-Meg in the Direct Marketing category. This is the third award that the Havas Ortega Group has received. Last year, Project SAVE, an initiative focused on disaster awareness and responsiveness, won gold for Creative Use of Media. Another one is VECTOR, a tool that utilizes technology to measure the performance of outdoor campaigns in the country.