THE PHILIPPINES, MARCH 28, 2012: Intent on inviting people to experience and enjoy the world-class service “perfected over the years of hosting VIPs” that the Philippine International Convention Center (PICC) has to offer, ASPAC/Law Global Creative Business came up with the “Host to the World, Host to You” augmented reality (AR) campaign, inviting people to hold their own events in one of the 45 venues within the PICC. The PICC has been a venue of summit conferences with world leaders in attendance and concerts of top performers.
“The AR was a way to make the print ads more hardworking,” explained ASPAC’s executive creative director Kat Limchoc. “While we could only show one venue in the print material, the AR showcased other areas of the PICC and a short write up about each place,” she continued. The use of augmented reality, said Limchoc, is more than just a gimmick. “It (AR) was a useful tool to draw people into getting more information in a more engaging way. Imagine if we put so many venues in one print ad… that material would have surely looked cluttered and unappealing,” Limchoc explained.
ASPAC won the PICC account in a pitch late 2011, and the actual print ads remained as close to the original materials presented during the pitch. “The brief was very clear—to remind people that PICC had so many venues to chose from where you could hold an event and that you would be in the expert hands of a team used to hosting the best of the world,” revealed Limchoc.
As for creating an ad for a government facility, Limchoc couldn’t be more pleased that ASPAC was selected. “We were delighted that a government agency chose a campaign with a modern look and a playful feel to it. Cosplayers as “endorsers” in a PICC ad? The board of directors apparently thought it was cool.”
The first print ad came out last February 6 and will continue toward the end of April. Expect to see the ad placements in the major dailies broadsheets in the Philippines.
