Department Of Tourism Digital, Case study IT'S MORE FUN IN THE PHILIPPINES by BBDO Guerrero Makati City

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IT'S MORE FUN IN THE PHILIPPINES

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Digital, Interactive & Mobile, Case study
Market Philippines
Agency BBDO Guerrero Makati City
Released June 2012

Awards

Spikes Asia 2012
Integrated - Bronze

Credits & Description

Advertiser DEPARTMENT OF TOURISM
Product TOURISM
Entrant BBDO GUERRERO Makati City, THE PHILIPPINES
Type of Entry Integrated
Title IT'S MORE FUN IN THE PHILIPPINES
Advertiser/Client DEPARTMENT OF TOURISM
Product/Service TOURISM
Entrant Company: BBDO GUERRERO Makati City, THE PHILIPPINES
Advertising Agency: BBDO GUERRERO Makati City, THE PHILIPPINES
David Guerrero
Brandie Tan
Tin Sanchez
Meggy De Guzman
Jao Bautista
Nikki Golez/Sheena Siao
Eia Garcia
Ian Sta Maria
Leah Mababangloob/Dennis Nierra
Karen Gosingan/Claren Torres
Rizza Garcia/Sugar Perez
Corey Cruz/Bixie Reyes
Ombet Traspe/Paolo Acosta
Iking Uy/Loreto Zara
Jing Abellera/Anj Dela Calzada/Ino Magno
Cristina Buenaventura
Al Salvador
Manny Vailoces
Manny Nepomuceno
Roshan Nandwani Bbdo Guerrreo/Inc.
Describe the campaign/entry:
The Philippines. Fantastic beaches. Friendly people. However, compared to Thailand’s 19 million and Malaysia’s 25 million tourists, we were only getting a fraction; 4 million to be exact. There also wasn’t much money for a global media campaign. However, we had the pride of millions of Filipinos. So we needed a rallying cry, and a way to bring it to life. Rather than just another ‘people’ campaign we created a ‘people’s campaign.’ One where the voice of 95 million Filipinos (27M of whom are active on Facebook) could be expressed in one idea: It’s more fun in the Philippines. So that on January 6, 2012, the campaign line became the #1 trending topic on Twitter, turning 95 million Filipinos into a massive tourism sales force.
Give some idea of how successful this campaign/entry was with both client and consumer:
Compared to our closest rivals we had (Jan-Apr 2012): • Three times the number of Google searches. • Twice the number of site visits. • 7.49 million hits in Google for the campaign line (vs. 464,000 for Malaysia Truly Asia). • 45.9 million Google image results (vs. 2.7 million for Malaysia Truly Asia). • Campaign line mentioned every two minutes (compared to every three hours for closest competitor). Source: socialmentions.com • We sparked off the creation of over 40,000 examples of what quickly became the meme. • ‘Mountain Bikes’ named one of Mashable’s Top 10 Memes on Twitter. •Tourist arrivals shoot up to 1,148,072 three months after launch – a 16% increase from last year (Industry benchmark is a 90-day lead time between consideration and travel) Source: CNN & Interaksyon News 5.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The idea was seeded in one-on-one meetings with key journalists and bloggers in the days preceding the official launch to over 100 media practitioners. More importantly we sparked off the creation of over 40,000 examples of what quickly became the meme and inspired user-created ‘ad-maker’ sites and iPhone, Android, and Windows Apps. The individual memes covered the entire spectrum of subject areas in the tourism promotion masterplan; many others that weren’t. They in turn formed the basis of promotional posters, newspaper and magazine ads, and even a global TV commercial – entirely from crowd-sourced ideas.