Skip to main content

BusinessWorld features McCann-MRM Digital Excellence Award win

McCann wins digital excellence award
Ads And Ends -- Nanette Franco-Diyco, August 16, 2012 
http://www.bworldonline.com/weekender/content.php?id=56916

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."

McCann enumerated three cases where it used "breakthrough tactics that brought digital engagement to a new level," namely Coca-Cola, Nescafé and Bank of the Philippine Islands (BPI).

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.

Comments

Popular posts from this blog

Budjette Tan 2023 update

Hi all! If you have somehow stumbled upon this old blog looking for something TRESE related, then you've come to right place.   Well... kind of.   Hi! I'm Budjette Tan, the writer of the comic book TRESE, which I co-created with Kajo Baldisimo.  You can get updates about the book over at https://www.facebook.com/TreseComics   I sometimes talk about the other things I'm writing about at https://www.facebook.com/BudjetteTanStories   And I'm also on Instagram, where I post about what I'm reading, eating, and of course about Trese https://www.instagram.com/budjette/   Over at Twitter, I'm just RT-ing and posting about comics, movies, and whatever else pops up on my feed https://twitter.com/budjette  I'm also on TikTok, but I don't know what to do with that account, so there's nothing to see there. And here's a picture of me about to enter a balate tree... it's not the Great Balete Tree and it did not transport me to another realm. But it wa
PANDAY RIDING THAT HEROIC CYCLE Below is an email ELSA BIBAT posted in the Alamat mailing list , prompted by a thread about making/writing/creating a new Panday story. ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Okay, okay, I'm back...and I was hoping to have a break from writing stuff. Anyway, it is incredible that someone actually remembered the post. It's been lost to time for exactly a two years now. Thank you for notifying me. Let's begin with the original videotapes. My original videotapes are lost to time, but, I caught all three of the trilogy in ABS-CBN's FPJ Theater... or was that Saturday Action Cinema? GMA 7 went the entire nine yards and showed the entire series in one of their old Tagalog action film shows that were on Saturday nights. The sight alone of the aliens of Panday IV raising the undead and turning innocent villagers to badly made-up extras makes my belly ache. As an aside, FPJ should exercise the rights a

I AM A FILIPINO

I am a Filipino – inheritor of a glorious past, hostage to the uncertain future. As such, I must prove equal to a two-fold task – the task of meeting my responsibility to the past, and the task of performing my obligation to the future. I am sprung from a hardy race – child many generations removed of ancient Malayan pioneers. Across the centuries, the memory comes rushing back to me: of brown-skinned men putting out to sea in ships that were as frail as their hearts were stout. Over the sea I see them come, borne upon the billowing wave and the whistling wind, carried upon the mighty swell of hope – hope in the free abundance of the new land that was to be their home and their children’s forever. This is the land they sought and found. Every inch of shore that their eyes first set upon, every hill and mountain that beckoned to them with a green and purple invitation, every mile of rolling plain that their view encompassed, every river and lake that promised a plentiful living