This Is My Philippines Werbung, Fallmethode THIS IS MY PHILIPPINES Publicis JimenezBasic

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THIS IS MY PHILIPPINES

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Verkehrsmittel, Reisen und Tourismus, Reiseziele (Länder und Orte)
Medien Werbung / PR, Fallmethode
Markt Philippinen
Agentur Publicis JimenezBasic
Creative Director All Publicis Jimenezbasic Creative Directors
Art Director All Publicis Jimenezbasic Art Directors
Veröffentlicht Dezember 2011

Kredite und Beschreibung

Category: Best Integrated Campaign Led by PR
Advertiser: THIS IS MY PHILIPPINES
Product/Service: TOURISM
Agency: PUBLICIS JIMENEZBASIC
Creative Director: All Publicis Jimenezbasic Creative Directors (Publicis Jimenezbasic)
Art Director: All Publicis Jimenezbasic Art Directors (Publicis Jimenezbasic)
Employees: All Publicis Jimenezbasic Employees (Publicis Jimenezbasic)
Media placement: youtube - youtube - Dec 25, 2011
Media placement: facebook - facebook - Dec 25, 2011
Media placement: internet - internet - Dec 25, 2011

Summary of the Campaign
The Brief
With the excitement surrounding the potential of Philippine tourism and its new Department Head – along with the collaborative power of social media – Filipinos are now more active in promoting their country to a larger audience. There is an opportunity to use this energy and to turn it into something bigger, and more positive. Ultimately, there is an opportunity to encourage Filipinos’ creativity to help co-create a new image for the country.

The Objective
Develop a campaign for Philippine tourism and render it as a fresh and exciting activity that will increase and unite conversations about the glamour of visiting the country.

The Solution
The best reasons to visit a country come from none other than those who have lived in it. With today’s digital and social channels, the value of a blog-post or a Flickr album carries more weight than any pamphlet or travel-brochure that tries to 'sell' a destination.

The Situation
We were dedicated in helping Philippine tourism and this gave birth to the campaign: This Is My Philippines (TIMP). TIMP is not just a one-off viral post, or a passing application. It is an activation campaign that lets Filipinos use their own images, their own words, and their own imaginations to promote the country through non-traditional – but less fabricated – channels. It was started off by launching the line, 'This Is My Philippines', through luggage-stickers given out to people who would travel outside the country. Each sticker showed captivating scenes from the country taken from actual photos found on Filipinos’ digital albums, along with different captions that went from welcoming to witty.

The Goal
Launch a Facebook application that allowed Filipinos to generate their own luggage stickers, posters, postcards, or Facebook-wall photos that used the same TIMP format and allowed them to use their own content and creativity to show the world the beauty of the Philippines through their eyes.

Post TIMP videos all over the web with a creative walkthrough and tips on how to use the app to get people to create their self-made tourism materials.

The Strategy
Develop a campaign for Philippine tourism and render it as a fresh and exciting activity that will increase and unite conversations about the glamour of visiting the country.

Execution
The best reasons to visit a country come from none other than those who have lived in it. With today’s digital and social channels, the value of a blog-post or a Flickr album weighs more than any pamphlet or travel brochure that tries to 'sell' a destination.

Documented Results
A Facebook application was launched that allowed Filipinos to generate their own luggage-stickers, posters, postcards, or FB wall photos that used the same TIMP format and allowed them to use their own content and creativity to show the world the beauty of the Philippines through their eyes. A TIMP video to get people to create their self-made tourism materials was also posted all over the web with a creative walkthrough and tips on how to use the app.