PHILIPPINES DEPARTMENT OF TOURISM Digital 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 Destinations (Countries & Places)
Media Digital, Interactive & Mobile
Market Philippines
Agency BBDO Guerrero Makati City
Art Director Rizza Garcia, Leah Mababangloob, Karen Gosingan, Claren Torres, Dennis Nierra
Copywriter Sheena Siao, Eia Garcia, Nikki Golez
Designer Monica Angeles, Bixie Reyes, Sugar Perez
Released July 2012


Spikes Asia 2013
Creative Effectiveness Creative Effectiveness Spike

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: TOURISM
Chief Creative Officer/Writer: David Guerrero (BBDO Guerrero)
Executive Creative Director/Art Director: Brandie Tan (BBDO Guerrero)
Executive Creative Director/Writer: Tin Sanchez (BBDO Guerrero)
ACD/Writer: Meggy de Guzman (BBDO Guerrero)
ACD/Writer: Jao Bautista (BBDO Guerrero)
Copywriter: Nikki Golez/Sheena Siao (BBDO Guerrero)
ACD/Art Director: Dale Lopez (BBDO Guerrero)
Copywriter: Eia Garcia (BBDO Guerrero)
ACD/Art Director: Ian Sta Maria (BBDO Guerrero)
ACD/Art Director: Jeck Ebreo (BBDO Guerrero)
Art Director: Leah Mababangloob/Dennis Nierra/Rizza Garcia (BBDO Guerrero)
Art Director: Karen Gosingan/Claren Torres (BBDO Guerrero)
Agency Producer: Jing Abellera/Ino Magno/Anj Dela Calzada (BBDO Guerrero)
ACD/Art Director: Corey Cruz (BBDO Guerrero)
Digital Producer: Manny Nepomuceno/Roshan Nandwani (BBDO Guerrero)
Designer: Monica Angeles/Sugar Perez/Bixie Reyes (BBDO Guerrero)
Planner: Cristina Buenaventura/Eileen Borromeo (BBDO Guerrero)
Group Account Director/Managing Director/Chief Executive Officer: Ombet Traspe/Francine Kahn Gonzalez/Tony Harris (BBDO Guerrero)
Account Manager: Paolo Acosta/Iking Uy/Loreto Zara (BBDO Guerrero)
Print Producer: Al Salvador (BBDO Guerrero)
: Federico Colla (
: Sherwin Sowy (More Fun Mobile App)
Media placement: PR - Social Networks: Twitter/Facebook - Jan 6, 2012
Media placement: Website - Online - Jan. 6, 2012
Media placement: Print - Reader's Digest - Jan 13, 2012
Media placement: Merchandise - ASEAN Tourism Forum - Jan 13, 2012
Media placement: Radio - Radio/Online - March 2012
Media placement: TV - CNN - April 30, 2012
Media placement: Online Banner - CNN/Online - April 30, 2012

Describe the objective of the promotion.
Increase awareness and tourism arrivals in the Philippines. The campaign also needed the support of the Philippine President and the whole country, given the controversy and criticism that plagued the last one.

Describe how the promotion developed from concept to implementation.
The idea of ‘It’s more fun in the Philippines’ was seeded in one-on-one meetings with key journalists and bloggers in the days preceding the official launch to over 100 media practitioners, so that on January 6, 2012 the campaign became an immediate worldwide viral hit.

More importantly we sparked off the creation of over 40,000 examples of what quickly became the meme, and they in turn formed the basis of promotional posters, newspaper and magazine ads and even a global TV commercial – entirely from crowd-sourced ideas.

Explain why the method of promotion was most relevant to the product or service.
Our competitors have significantly larger tourism budgets—$74.3m for Malaysia, $270m for Thailand—and only $10m for the Philippines.

But we have a massive online population, 27m of whom are active on Facebook. So to play to our strengths, we released 3 templates online and gave people the freedom to create their own versions. And that’s exactly what they did.

When it launched on January 6, 2012, the campaign became an immediate worldwide viral hit, and trended No.1 on Twitter.

Describe the success of the promotion with both client and consumer including some quantifiable results.
At launch, the campaign was trending No.1 on Twitter worldwide.

• 7.49m hits in Google for the campaign line (vs 464,000 for Malaysia Truly Asia.)

• 45.9m Google image results (vs 2.7m for Malaysia Truly Asia)

• Campaign line mentioned every 2 minutes (vs every 3 hours for closest competitor)

• More than 40,000 submissions of what quickly became the meme. (Ranked in global top 10 by Mashable)

Compared to our closest rivals we have:

• Three times the number of Google searches.

•Tourist arrivals hit 772,989 two months after launch – 15% increase from last year
Source: Interaksyon News 5

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)

• Campaign line mentioned every two minutes (compared to every three hours for closest competitor)

• 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

• Tourism secretary attributes the increase to the market’s “quick response to the promotion initiatives”
China +77%
Korea +16%
Taiwan +37%
Australia +18%
UK +21%
Germany +18%
Source: Inquirer