Ads And Ends -- Nanette Franco-Diyco, August 16, 2012
ONE of the important categories in the recent 4A’s Agency of the Year (AOY) Awards was the Digital Excellence Award won by McCann Worldgroup-MRM. The award is given "for the agency’s enterprising use of digital in creating innovative strategies that deliver measurable results."
I reviewed the spectacular Coca-Cola and BPI videos in this column. I recall Coca-Cola’s four-minute video that covered the heart-wrenching tales of three OFWs, with Coca-Cola flying them back to the Philippines for a meticulously planned joyful surprise reunion with their families. This material was first viewed in the Internet, followed by TV airing. The stories of the three OFWs were indeed powerful manifestations of love and sacrifice for the family. In the talks that I delivered where I used this video to demonstrate the uniqueness of the Filipino brand of closeness within the family, I was surprised that the very young to the very mature literally shed tears.
The value of the material, from the marketing and advertising men’s point of view, "upped brand love and generated thousands of new brand ambassadors." The campaign also won a Gold in the latest Tambuli Awards of the University of Asia & the Pacific "bringing out the best in advertising and societal values."
BPI’s viral video is another story. BPI and McCann should somehow make reference to this material in their integrated marketing plans today. Let’s face it, the story of Chris Lao and his car that drowned in the floods is all too common, specially after the week’s monsoon rains.
BPI’s viral video broke records for BPI Auto Loan applications, generated massive ROI for earned media, and perhaps, most importantly, provided Chris Lao a chance to regain lost confidence and be an anti-cyberbully advocate. This too, was first confined to the Internet, then followed by TV airing. The agency should be praised here for cleverly using a true-to-life situation and exploiting this as a jumping board for uniquely advertising and marketing its client. The added opportunity given to Lao to become an anti-cyberbully advocate was an unexpected public relations triumph. Fast thinking here.
According to Tricia Camarillo, assistant VP and director of Business Development and Corporate Affairs of McCann Worldgroup, when Nescafé partnered with the agency and put digital at the forefront of its marketing, sales rose to double-digit growth. "The Nescafé Philippines Facebook fan page topped all branded pages in the country in terms of acquisition and engagement, and even bested the global Nescafé page with 1.6 million fans, and counting."
MRM Managing Director Donald Lim said: "We are humbled to have won AOY Digital Excellence Award against all capable players in the industry, as we all aspire for nothing but the best for digital marketing in the country. This win affirms our craft, our impact on brands and businesses. We also celebrate this with our client partners who braved the novelty of our digital strategies and trusted us."
McCann Worldgroup Chairman and CEO Raul Castro concluded, "This is a triumph of our agency’s commitment to transform our clients’ brands, grow their businesses in an ever changing marketing landscape."
Tricia Camarillo emphasized that McCann was the first agency to win "Agency of the Year" five times: in 1997, 1998, 2000, 2001, 2002.
With digital marketing on the upswing in our country, McCann’s win puts it solidly on top of exciting new formats and options most palatable to clients with small, medium and big budgets.