PHILIPPINES, AUGUST 20, 2010 – Despite a delayed start and technical difficulties during the program, the Boomerang Awards ceremony breezed by yesterday evening at the SMX Convention Center, finishing in half the expected program time. The awards, organized by the Internet and Mobile Marketing Association of the Philippines (IMMAP), is on its fourth year of honoring the country’s best digital and mobile marketing campaigns.
According to Norman Agatep, managing director and chief creative officer of Euro RSCG Manila, which presents the awards alongside Yehey! Corporation, there are three major changes this year. These are the addition of subcategories under the Cyber medium, a new scoring system based on the range of scores instead of the top three entries, and a “wealth of judges” to sift through the wealth of entries submitted this year.
The 34 finalists from 15 digital agencies were trimmed down to 21 winners from 12 agencies, of which 11 were Bronze, eight Silver, one gold and one Best of Show.
For the third year in a row, BBDO Guerrero/Proximity Philippines is the most awarded digital agency at the Boomerang Awards with two Bronzes, two Silvers, the only Gold Boomerang and the first Best of Show in the Cyber medium. Its “Lola Techie” campaign for Bayan DSL was the most awarded campaign, picking the nights top two awards. Bayan’s John Rojo, vice president for corporate brand and communications, was present earlier during day at the same venue for the IMMAP Summit networking session. It is perhaps ironic that he announced SkyCable Internet’s new offer. Surely 66-year-old viral celebrity Lola Techie would love speeds of up to 112 Mbps if she lived in Rockwell, the only area where it is available at the moment.
Arc Worldwide ranked second in the tally with two silvers for “Make-Your-Own Havaianas 2010” and “Havaianas Happy Soles”, and a bronze for “Coke Zero Resolutions 2010”. Media Contacts Inc. placed third with one silver and one bronze for Closeup and Awesome Philippines, respectively; NuWorks, two bronzes for 7-Eleven Gulp and Marlboro Philip Morris. PJB, Tribal DDB and Netbooster took home a Silver Boomerang apiece, while MEC, Yehey, Level Up, GeiserMaclang and Your Brand Story went away with one Bronze Boomerang each.
There were no winners in the Mobile Device category.
The members of the jury, or the Sikat Council, as there were called this year were Badong Abesamis, executive creative director, Y&R Philippines; Noor Aziz, general manager and executive creative director, Digital DraftFCB Malaysia KL; Rohit Dadwal, APAC managing director, Mobile Marketing Association; Dr. Karen V. De Asis, chief brand strategist of MKS Marketing Consulting and Brand Edge Media Communications; Our Awesome Planet’s Anton Diaz, food and travel blogger; Nick B. Fontanilla, Ph.D., president, The Asia-Pacific Centre for Research (Acre), Inc. and Philippine Marketing Association (PMA); Byron Garcia of Cebu Provincial Detention and Rehabilitation Center (CPDRC); Kevin Le, head of Copy, BBDO/Proximity Malaysia; Ed Mapa, Jr., managing director, Media Contacts Philippines; Leah Lopez Navarro, content head of the Online New Media Bureau, Nonoy Aquino 2010 Campaign; Nix Nolledo, IMMAP president and chairman, Xurpas Inc.; Raoul Panes, executive creative director, Leo Burnett – Manila; Paul Papadimitriou, Digital Intelligence analyst, Driving Left; JR Ramos, joint CEO of Publicis JimenezBasic; Butch Raquel, VP – Corporate Affairs Communications, GMA Network, Inc.; Fernanda "Fefa" Romano, global creative director, Digital & Experiential Advertising at Euro RSCG Worldwide; Internet and IT guru Janette Toral; and Margot Torres, vice president for Marketing, McDonald’s Philippines.
The complete list of winners follows.
CYBER BOOMERANG
Websites & Microsites
BRONZE Campaign: Ultimate Schick Boy/Brand: Schick Exacta 3 Shaving Razors/ Company: MEC
BRONZE Campaign: 7-Elections/Brand:7-Eleven Gulp/Company:NuWorks Interactive Labs
BRONZE Campaign: The Mind Museum Virtual Exhibit – Help Build Imaginative Minds/Brand: The Mind Museum Website/Company: Yehey! Corporation
Online Advertising
SILVER Campaign: MAX MO TO BANNER/Brand: Pepsi Max/Company: BBDO Guerrero/Proximity Philippines
SILVER Campaign: Click The City Page/Brand: PLDT MyDSL Watchpad/Company: Tribal DDB Philippines
BRONZE Campaign: Granny Panties/Brand: Modess A New You/Company: BBDO Guerrero/Proximity Philippines
Viral Marketing
GOLD Campaign: Lola Techie/Brand: Bayan Telecommunications DSL/Company: BBDO Guerrero/Proximity Philippines
SILVER Campaign: HANGA SA HINGA(BREATHTAKING BREATH)/Brand: DECOLGEN/Company: PUBLICIS JIMENEZBASIC
BRONZE Campaign: Awesome Philippines “Take U To The Philippines”/Brand: The Philippines As Tourist Destination/Company: Media Contacts Inc.
Interactive Tools, Games & Community Applications
SILVER Campaign: Kilig Factory/Brand: Closeup/Company: Media Contacts Inc.
BRONZE Campaign: Fita in Flyff/Brand: Fita/Company: Level Up! Inc.
BRONZE Campaign: Coke Zero Resolutions 2010/Brand: Coke Zero/Company: Arc Worldwide Phils. Inc.
Interactive Campaign
SILVER Campaign: Make-Your-Own Havaianas 2010 campaign/Brand: Havaianas/Company: Arc Worldwide Phils. Inc.
SILVER Campaign: Lola Techie/Brand: Bayan Telecommunications DSL/Company: BBDO Guerrero/Proximity Philippines
SILVER Campaign: Havaianas Happy Soles campaign/Brand: Havaianas/Company: Arc Worldwide Phils. Inc.
BEST IN MEDIUM – CYBER Campaign: Lola Techie/Brand: Bayan Telecommunications DSL/Company: BBDO Guerrero/Proximity Philippines
INTEGRATED CAMPAIGN BOOMERANG
BRONZE Campaign: A New You in 28 Days/Brand: Modess Carefree/Company: Your Brand Story, Inc.
BRONZE Campaign: Max Your Bro/Brand: Pepsi Max/Company: BBDO Guerrero/Proximity Philippines
BRONZE Campaign: YUMM (Your Ulam Mas Masarap)/Brand: Eden/Company: GeiserMaclang Marketing Communications Inc.
INNOVATIVE BOOMERANG
SILVER Campaign: Run for Home/Brand: Globe Telecom/Company: NetBooster Asia
BRONZE Campaign: Marlboro Decode Augmented Reality Philip Morris Frozen Find Augmented Reality/Brand: Marlboro Philip Morris/Company: NuWorks Interactive Labs
