AdCon22: Game On

PHILIPPINES, MAY 19, 2011 – The formal launch of the 22nd Philippine Ad Congress (PAC) at Resort World Manila’s exclusive Genting Club was like peering into a whole new world. The luxury lounge in its browns and bronzes put on a splash of color as cosplayers from event organizer Post Ad Ventures escorted the 700 guests from the AdBoard member associations, and the stage was set with flashy posters of wakeboards and dragon boats. The Philippine Ad Congress, slated from November 16 to 19 at Camarines Sur promises to change the game, and how.

 

AdBoard Chairman and President of J. Romero and Associates Andre Kahn did a little cosplay of his own as Indiana Jones and started the program by defining “changing the game” through extreme events. “All over the world today there are game-changing events,” he said. “Like Egypt and other countries in the Middle East, game-changing. Like Japan and it’s earthquake, tsunami, and nuclear plants, game-changing. And just recently, Osama Bin Laden, game-changing.”

 

“And just in our industry, just a week ago, the Philippine Star did a half-page on Sandy Prieto. That is game-changing.” 

 

Chief Digital Officer of Leo Burnett Manila, Paul Pena unveiled the digital strategy for Philippine Ad Congress. Tweeps can add AdconPH on twitter for the latest updates, and get discussions trending through the #Adcon22 hashtag. It took 42 years to do it, but finally the PAC gets its own personal space at www.adcongress.com.ph. “Today we say goodbye to microsites, to very long, very robotic URLs because we have a one-stop shop URL to remember," said Pena. 

 

As part of its digital campaign, the website boasts an all-around geeky look with motifs of gameboards, 20-sided dice, and the Transformers font for the Ad Congress logo. Pena has high hopes for the digital campaign, especially on the social media side. For those on smartphones, they get to play a little Amazing Race of their own with foursquare check-ins, and they’re aiming to be the first Philippine event to make a Super Duper Swam (500 check-ins at one place) and an Epic Swarm (1000 check-ins at one place). Foursquare mayors at the Philippine Ad Congress will enjoy privileges and unlock special prizes. A mobile application for the congress is also undergoing development, inspired by hashable with its meetup options, plus an option to send questions to speakers via mobile. 

 

A very ambitious digital campaign is vouched for by the executive committee, and even Gov. LRay Villafuerte of Camarines Sur promises to be present 24/7 to make sure everything runs smoothly: “The work has already started and we are giving it more than our very best to ensure that we can meet and  even exceed expectations. This is no idle promise as we will prove the doubters wrong.”

 

Alaska’s Blen Fernando, head of the PAC administration committee, announced that online registration will be up by June 1. As an extension of the digital campaign, the PAC promises a fully online registration and confirmation process. “The basic system to be used has been tried and tested by CamSur in many of its international events over the past two years,” said Fernando.

 

Starcom Mediavest’s Joanna Mojica invites all sorts of brands, big and small, to the PAC Roadshow at Passion Cafe, Resorts World Manila on May 31, 1pm. Brands have the opportunity to get involved through sponsorships for meals, venues, delegate bags, and digital properties.

 

For the ARAW awards, DM9’s Merlee Jayme, head of creative, hopes the awards to also be known for effectiveness. 

 

With a brand new website to promote and prepare for the delegates’ stay in CamSur, PAC promises just as exciting adventures offline and on the ground. Their Amazing Quest tests participants’ strength, dexterity, and wit. Each team in the Amazing Quest would have to conquer five pit stops – Lagoona, Batang-Gosh, Quest-Zone, Cam Norteh, and Cam Sur – where reality TV-style challenges await. 

 

Of course, PAC wouldn’t be the same  without its speakers. “We invited speakers who will challenge our way of thinking and approach,” said Programs Committee Chair and VP for Marketing of McDonald’s Philippines, Margot Torres. 

 

In an unprecedented event, the chairmen of the top three TV networks, ABS-CBN’s Eugenio “Gabby” Lopez III, GMA Network’s Atty. Felipe Gozon, and TV5’s Manuel V. Pangilinan, will share the stage to discuss the future of media–a truly rare event in Philippine media.

 

Other special guest speakers are Groundswell author Charlene Li; McCann Worldgroup’s Regional Managing Director of Southeast Asia and Australia, Charles Cadell; vice-president and managing director of Walt Disney Television International for Southeast Asia, Laura E. Wendt; and Fremantle Asia’s Managing Director Patrick Shulte. Nestle and Havaianas will also present talks. Keynote speaker is none other than the president of the Philippines himself, Benigno "Noynoy" Aquino III. 

 

 

PAC Chairman and President & CEO of Philippine Daily Inquirer Sandy Prieto-Romualdez gave a big hand to her fellow executive committee members, and asked everyone for prayers to help the PAC team make it to the epic day. She also reminded PAC guests not to wait too long to register. After all, early bird registration is P3,000 cheaper.

 

Breaks between announcements were raffle draws hosted by Tessa Prieto-Valdez and Rovilson Fernandez, while Resort World’s Sensational 70’s singers and dancers boogied on down to cap the evening.

 

Is it game on for the Philippine Ad Congress? Facebook comments have been quick to point out gaps in the highly-anticipated website, including logo faux pas with Facebook and Twitter, which Leo Burnett Manila quickly picked up and is starting to address.