Coca-Cola Where Will Happiness Strike Next: The OFW Project

Market leadership, bigness with heart 
Ads And Ends by Nanette Franco-Diyco Business World, December 08, 2011 http://www.bworldonline.com/weekender/content.php?id=42972

Ting Bongco, McCann Erickson’s associate business group director, hit it right on the head when he mused that practically everyone in our country knows at least a family member, relative, friend, neighbor or acquaintance who works overseas.

And, truly, all of us realize the sadness that these overseas Filipino workers (OFWs) and their families feel when they do not spend Christmas together.

This indeed is the very reason why Coca-Cola’s “This Christmas, Where Will Happiness Strike Next: The OFW Project” is as good as it gets as a viral activation that hits your gut for this Christmas season.

Beautiful scenes of the respective workplaces abroad, three very well-chosen OFWs who have been working in faraway places for over five years, with laudable reasons for not coming home to their loved ones, with each of them expressing their excitement about finally coming home for Christmas added to the authenticity of the whole material.

Here were an X-ray technologist, a caretaker and a baby-sitter, working in Italy and Saudi Arabia, being separately and individually met at the airport and ushered to their homes by handsome red-capped men of Coca-Cola in bright red Coca-Cola vans.

McCann’s creative team of Peter Acuna with the digital team of Kichi Madlansacay were able to “weave three stories of separation among OFWs and their families into three stories of uplifting reunion and togetherness -- enabled by Coca-Cola”.

The reunions were so real -- the absolute shock of seeing a loved one finally come home, the tighter than tight hugs -- these were raw emotions captured like we were viewing them from a keyhole and we were just allowed to eavesdrop. You can’t help but shed a tear or two.

Ting capsulized the production steps undertaken: “The search was conducted by a team of researchers who have experience in documentaries and features about OFWs. Together, the client, agency and production team went through many profiles before deciding on the three to be featured in the video.

“They looked for stories that move, inspire and uplift. This was about their motivation for working overseas, the challenges they face as OFWs, and the force that drive them to want to come home. Their stories are real. Those tears and laughter are real. Those expressions of longing are difficult to take.”

How were the family members, totally unaware of their loved ones’ arrival in the country that very hour, all grouped together?

They were simply huddled together by Coca-Cola in their home and/or restaurant, anticipating the Skype-ing of their loved one!

Hence, the great expressions of unbelief and shock when the loved one actually appeared before them in flesh and blood!

These all fell under Coca-Cola’s Christmas campaign, “ Pagsasamang hahanap-hanapin” (Relationships that are sought).

Through the years, I have always looked forward to unraveling the Christmas campaigns of Coca-Cola.

This year is undoubtedly one that trumpets bigness and market leadership -- with a big heart that spells the difference.

Credits:
Client-company: The Coca-Cola Export Corp.
Brand, Coca-Cola: Guillermo Aponte, Shakir Moin, Jaideep Kibe, Franz Decloedt, Rachel Bernardino, Anubha Sahasrabuddhe.
Advertising agency: McCann Worldgroup.
Account management: Bernadette Chincuanco, Ting Bongco, Mutch Wright, Jen Santos, Macy Magpayo
Creatives: Peter Acuna, Mervin Ignacio, Che Soriano
Digital team: Kichi Madlansacay, Mike Joson.
Production house: Informer.
Director: Marla Ancheta.

San Miguel Beer “Lifestyle Brews” T-shirt Design

Here are the designs for the San Miguel Beer “Lifestyle Brews” T-shirts that won a White Trophy in the Philippine Graphic Design Awards last November 2011

McCann Worldgroup Philippines (Agency) Noel Bermejo (Creative Director) Bheng Densing (Art Director) Reg Romanillos (Associate Creative Director) Stevie Del Rosario / Rex Dalistan / Allan Almeda (Copywriters)

MRM Philippines wins Quantum Leap Award

Early December 2011, Nandy Villar and Donald Lim flew to New York to attend the first McCann Worldgroup Excellence Awards. They went there because MRM Philippines won the Gold Award for the Quantum Leap Category for most improved agency in the McCann Worldgroup network. MRM Philippines was the only Southeast-Asian agency (aside from McCann Japan) to receive a Gold Award.

Team MRM Philippines

Nandy Villar and Donald Lim accepting the award ... and a very large cheque

our little trophy

Nescafe Philippines reaches 1 MILLION LIKES

The sound of making coffee is musical. With millions of NESCAFE cups being brewed everyday, Filipinos are making music all over the Philippines. Using NESCAFE mugs, spoons, jars and sachets, NESCAFE says One Million Thank Yous to our One Million Fans for inspiring us everyday!

Watch and share this music video done in collaboration with Brigada.

Join the Nescafe Philippines Facebook page at : https://www.facebook.com/nescafe.ph?sk=app_203312576374903 

Looking back, here are the milestones and buzz that was generated by the Nescafe Philippines Facebook Page:

Nescafe Philippines as viewed/ranked by SocialBakers.com
http://www.socialbakers.com/facebook-pages/99351244175-nescafe-philippines

JULY 2011
Nescafé Philippines launches points system with My Choice Facebook app
http://www.adobomagazine.com/global/module.php?LM=news.level1&id=1310526473114

Nescafe Philippines' Facebook app creates a more cohesive online community http://wave.wavemetrix.com/content/nescaf-philippines-facebook-app-creates-more-cohesive-online-community-00790

Nescafé Philippines engages consumers with Facebook rewards system
"Nescafé has collaborated with MRM Philippines to launch its loyalty rewards programme, utilising Facebook as part of its efforts to engage Filipino netizens."
http://www.campaignsingapore.sg/Article/264202,nescaf233-philippines-engages-consumers-with-facebook-rewards-system.aspx

OCTOBER 2011

Real Engagement, Not Likes: The Top 100 Engaging Brands On Facebook
http://www.business2community.com/facebook/real-engagement-not-likes-the-top-100-engaging-brands-on-facebook-067012

Top 100 engaging brands on Facebook -- a new metric
http://www.freshnetworks.com/blog/2011/10/real-engagement-not-likes-the-top-100-most-engaged-brands-on-facebook/

Nescafe Philippines was #40 in this ranking. It was the only Philippine brand to get in the Top 100

November 2011

At the 2011 Philippine Ad Congress, Charlene Li of the Altimeter Group used the Nescafe Philippines Facebook page as an example of posting timely content and the power of sharing; how one post can potentially reach 1 million people.
http://www.slideshare.net/charleneli/philippines-adcongress-speech-by-charlene-li