Janette Toral

Posts Tagged ‘havoc digital’

IMMAP recognizes Boomerang Awards 2008 Winners

In E-Commerce on September 10, 2008 at 1:21 pm

The Internet and Mobile Marketing Association of the Philippines (IMMAP) recognized the winners of its annual Boomerang Awards last August 14, 2008 at the Hotel Intercontinental during its 2nd Internet and Mobile Marketing Summit.

The Boomerang Awards is an annual competition that recognizes the role of Internet and mobile platform in building the business of brands, services and companies in the Philippines. It gives recognition to campaigns that utilizes the web / internet and mobile devices as vehicles in meeting business objectives in the most creative, innovative and breakthrough manner.

Winners are recognized in four categories that includes:

1. Cyber Boomerang Award

This award is given to highly effective campaigns that use the web/internet as its central communication platform. Examples: promo websites, online advertising, e-mail newsletters, viral video campaigns, etc.

  • Gold Cyber Boomerang Award
    Winning agency / company: Havoc Digital
    Client: Smart Communications
    Campaign “Smart Bro Sugod

    Havoc Digital created “Sugod”, the online campaign for Smart Bro Prepaid, the first-ever prepaid variant for wireless broadband. Launched the product online using regular flash banner ads on Friendster and Yahoo on its first month. The second month of the campaign launched the rich media ad, which contained the television commercial, a lead generation form, and the game “Sugod”. The campaign got extended to its third month via an email blast to the database of PC Personality to drive traffic to the “Sugod” microsite, containing the rich media ad. Users who achieved a score of at least 50,000 were eligible to win a Prepaid Kit with P300.Result: Over 700,000 unique interactions from rich media ads on Friendster and Yahoo, at an average interaction rate of 12% versus the telco industry average for 2007 at 3% That’s 75% higher than the industry average.

  • Silver Cyber Boomerang Award
    Winning Agency / Company: Euro RSCG Manila
    Campaign Title: “The Philippines. Explore.Experience. Return: HappySlip Blogs Campaign
    Client: Philippine Department of Tourism

    The Philippine Department of Tourism (PDOT) set out to produce web videos showcasing the best attractions in the Philippines in order to engage Filipino Americans who are at home with technology and consider the Internet as their popular source of information. It established ties with famous Filipino-American Internet celebrity in the person of Christine Gambito, better known as HappySlip, as its ambassador to communicate online with 2nd and 3rd generation Filipino-Americans via videos that would introduce them to the Philippines in a fun and engaging manner.

    Through the PDOT, Gambito was invited to tour the Philippines and trace her roots, and to document her entire experience. She visited destinations that showcase the best in Philippine adventure, nature and wellness. The campaign demonstrates how a government arm of the Philippines can think outside the box in addressing its audience and accomplishing its objectives.

    Results: The HappySlip Blogs campaign contributed significantly to the increased traffic of the PDOT’s www.experiencephilippines.ph site. Stats show that traffic would tend to spike the day after a video was released in Gambito’s site. In total, the HappySlip campaign referred 50% of total site traffic to www.experiencephilippines.ph.

  • Bronze Cyber Boomerang Award
    Winning Agency / Company: New Media World Wide
    Campaign Title: “Clear Online Campaign
    Client: Unilever

    Clear is an all-new shampoo that effectively eliminates dandruff with every wash. The campaign was intended to create awareness about the product and be the number 1 anti-dandruff shampoo in the country.

    An eventful website was created that have games, information, online events and announcements of Clear. To drive the consumers to the website, video banners, interactive web banners, game banners, skinners, and over the page interaction were made.

    Aside from putting Clear as the number 1 anti-dandruff shampoo upon its 1st year of launch, the Clear Digital Campaign won in the Unilever IBC awards, topping Rexona and Axe. This campaign also garnered 62,443 visits in only the first week of its launch.

Other nominees in this category were:

  • Yehey.com for the campaign “Pampers Extra Sleep, Extra Laughter Baby Pic Contest” for their client Procter & Gamble (P&G) Distributing Phils.

2. Mobile Boomerang Award

This award is given to highly effective campaigns using mobile devices as its central communications platform. Examples: SMS promos, mobile loyalty program, MMS campaigns, wapsite, etc.

  • Gold Mobile Boomerang Award Winner
    Agency / Company: Wolfpac
    Campaign Title: “Pepsi 1-in-5 Panalo”
    Client: Pepsi Cola Products Philippines, Inc.

    This was a mobile promotion campaign targeting Pepsi drinkers in the Philippines. Under each bottle crown was a unique electronically generated seven digit code that Pepsi drinkers could send to an access number to redeem instant prizes. 200 million unique codes were created for this promotion and over 30 million pesos worth of prizes were given away, including ringtones and mobile handsets. One in five Pepsi drinker’s who participated in the promotion won a prize. Those who didn’t win prizes could use the code to avail of a special discount when purchasing a pre-paid phonekit at all SMART wireless centers.

    Result: The sales of participating product within the promo period rose by 180%. There was a 40% participation rate by participants of Pepsi’s previous campaigns. Increase it’s database by 130%. Pepsi was able to re-establish itself as the preferred cola brand of young, mobile consumers. It also reinforced the idea that Pepsi is one of the first FMCG to embrace digital media as a means of advertising to its consumers. The promo won the 2007 GSMA Best in Mobile Advertising Award.

  • Silver Mobile Boomerang Award
    Winning Agency / Company: Wolfpac
    Campaign Title: “CoffeeMate Challenge
    Client: Nestle Philippines, Inc.

    COFFEE-MATE invited subscribers to answer one simple question: Milk or COFFEE-MATE? By answering this question and sending their corresponding registration details, the consumers were either (milk drinkers) challenged to try out COFFEE-MATE or (for COFFEE-MATE users) rewarded for being loyal consumers. Registration details were collected daily, and all samples were sent to the consumers via accredited courier service. The innovation is in that all participants regardless of their preference were sent COFFEE-MATE samples. This generated a win-win scenario for both the consumer and for COFFEE-MATE – the consumer receives a freebie, while COFFEE-MATE identifies another potential household.

    Within the first three months of the campaign, COFFEE-MATE was able to identify 15,000 coffee drinkers. After 7 months and two extensions later, COFFEE-MATE has built a database of more than 40,000 members nationwide. Converted users were at approximately 18, 370 consumers, based on call-outs made to the recipients that showed that the sampling kits sent out were shared samples with family and friends. COFFEE-MATE has been able to sustain its market leadership, and has had double digit growth versus the previous year. There has also been an increase in penetration on a national level. The campaign proved to be more efficient way of getting the product into the home than creating a redemption area or a tie-up with a commercial company

  • Bronze Mobile Boomerang Award
    Winning Agency / Company: Snapworx Inc.
    Campaign Title: “711 Doubles Promo”
    Client: Philippine Seven Corp & San Miguel Beer

    Oktoberfest is one of the longest running annual event for the San Miguel Beer product. With the goal of promoting the Oktoberfest campaign of San Miguel Beer, San Miguel and Philippine Seven Corp. launched an SMS promo using the highest pointer execution not only to help increase awareness of the promo, more importantly, to increase the sales for the product.

    The campaign utilized the text raffle execution – to join the promotion, consumers bought San Miguel Beer products at 711 Outlets, texted the Store Numbers found on the Official Receipt and the Number of Bottles/Cans of beer purchased, and kept theOfficial Receipts as proof-of-purchase. Each successful sending of an entry earns for the consumer “promo points” – highest pointer at the end of the day will win a Nike Watch.

    Result: The campaign was able to generate roughly P200,000 increase in sales through out the 5 week promo

Other nominees in this category were:

  • The ARC Group Inc. and Snapworx Inc. for the campaign “Txt Ur Prze” for their client Philippine Seven Corporation
  • Snapworx Inc. for the campaign “Uratex VIP SMS Promo” for their client Uratex

3. Integrated Boomerang Award (formerly Gold Boomerang)

It is awarded to the campaign that has most effectively utilized both the Internet and Mobile platforms demonstrated by a creative, breakthrough manner with remarkable advancement in business performance.
Example: Promo campaign with mobile & website access, users may register via mobile or web access.

  • Gold Integrated Boomerang Award
    Winning Agency / Company: Havoc Digital
    Campaign Title: “NESCAFE 3in1 ClickClique!
    Client: Nestle Philippines, Inc.

    NESCAFÉ 3in1 aims to build affinity with the youth through channels relevant to them.

    Innovation on the Internet is the 1st customizable FRIENDSTER widget where consumers are rewarded for making friends. Innovation on the mobile Mobile is the 1st use of SMART DECODE technology for outdoor advertising to drive buzz. Innovation on Gaming is the 1st use of in-game story/tutorial in PERFECT WORLD where all new players interact with the brand. Plus, all media tie-in together with the above-the-line thematic: “Alien Campaign”

    Result: 115% to 230% campaign achievement on various areas to date.

  • Silver Integrated Boomerang Award
    Winning Agency / Company: Globe Telecom
    Campaign Title: “Give Me A Name
    Client: Nestle Philippines

    Nestle Ice Cream wanted to have a different and distinct launch for their new product. Upon launch, the product was unbranded. This served as the springboard for the new promotion.

    Result: The 400K entries showed that there were at least 400K people who have tried the ice cream variant, have heard about it and have paid to sample it.

  • Bronze Integrated Boomerang Award
    Winning Agency/company: Proximity
    Campaign Title: “PepSikat Challenge
    Client: Pepsico International Inc. – Philippines

    The PepSikat challenge is a combination of digital and activation campaign asking consumers to dance their 15 seconds of fame in the PepSikat booth. All videos are uploaded in the Pepsiworld website. People are invited to watch and vote for their favorite videos. Viral videos are also released to encourage people to join.

    Pepsi has developed a 6-week nationwide promotional campaign entitled “PepSikat: Get ready at magpasikat!” to meet these challenges. PepSikat has provided a venue for the youth to personalize and demonstrate their creativity by performing their own moves to the tune of The Black Eyed Pea’s Pepsi song entitled “More”. Ten (10) winners of the PepSikat have been given free trips to watch The Black Eyed Peas live concert in Bangkok.

    The PepSikat challenge has become the center stage as mobile and online voting generated votes that exceeded the target by 600% while website visits by 1000%. On the latter part of the campaign, Client has requested to have a TV commercial made for the top video entries. Blogs, forums and other online communities has posted and discussed their comments and experiences regarding PepSikat.

Other nominees in this category were:

  • Yehey.com for the campaign “Project Margarita” for their client Procter and Gamble Phils
  • Yehey.com for the campaign “Upop” for their Procter and Gamble Phils.

4. Best Innovative Boomerang Award (New Award)

This award is given to the most ground-breaking and effective campaign that utilizes new technology or platform. Examples: Java games, J2ME application, Bluetooth devices, Symbian application, etc…

  • Winner
    Winning Agency / Company: Proximity
    Campaign Title: “Pepsi Max Kill The Sugar
    Client: Pepsico International Inc. – Philippines

Pepsi Max is the brand that gives you the full-on taste of cola with “No sugar”, thus its mantra of “Killing the Sugar and Maxing the Taste”.

The Kill The Sugar 6-week campaign is an online game that enables people to have their own chance of “killing” the sugar. People are asked to go to the microsite and kill the sugar with different tools. Players with the highest scores are invited to a playoff at the end of the promo. The Top 5 players take home a PSP Slim each while the overall top scorer gets the grand prize of Xbox 360 as well. Multimedia online banner ads are released to drive people to the site.

Result: More than a thousand people have played the game and the average time spent was around 7 minutes. Blogs, forums and other sites have talked about the game.

Other nominees in this category were:

  • Yehey.com for the campaign “Mentos Blast Top Blaster: Win an iPod Touch” for their client Perfetti Van Melle Philippines
  • Proximity for the campaign “Get Your Pop On” for their client Nestle Philippines