| Title | MIRACLE MACHINE |
| Brand | KRAFT PHILIPPINES |
| Product / Service | MIRACLE WHIP |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | JWT MANILA, THE PHILIPPINES |
| Entrant Company: | JWT MANILA, THE PHILIPPINES |
| DM/Advertising Agency: | JWT MANILA, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Dave Ferrer | JWT Manila | ECD |
| Joe Dy | JWT Manila | CD / Copywriter |
| Icel Candido | JWT Manila | Sr. Art Director |
| Bob Cruz | JWT Manila | Sr. Art Director |
| Danni Lim | JWT Manila | Art Director |
| Javey Villones | JWT Manila | Art Director |
| Maan Bautista | JWT Manila | Copywriter |
| Y2 Villanueva | JWT Manila | Copywriter |
| Carol Pe Benito | JWT Manila | Print Producer |
| Ces De Guzman | JWT Manila | Print Producer |
| Eugene Taningco-Sucayan | JWT Manila | Broadcast Producer |
| Pam Garcia | JWT Manila | Exec. Planning Director |
| Golda Roldan | JWT Manila | Client Services Director |
| Iea Nepomuceno | JWT Manila | Account Director |
| Anne Pagaduan | JWT Manila | Account Manager |
Miracle Whip is all about making good things happen. But this time, we’ve decided to whip up miracles outside of the kitchen. The Miracle Machine is an online hub with one simple objective: to get people and their friends and their friends’ friends working together to make miracles—big or small—for those who need them the most.
The Miracle Machine was the first app that had been created for the sole purpose of making a difference for the less fortunate. Customized options were indicated on how one can help, either through directly contributing or spreading the word. With everyone pitching in and becoming part it, the Miracle Machine and its online community successfully made 12 miracles happen in 12 days.
To set the wheels in motion, a Facebook application was launched to make 12 miracles happen in 12 days—one each day for various causes. For the 12th miracle, the Miracle Machine launched its very own website. Open to all organizations, the Miracle Machine is an ongoing project where people can come together online and combine resources to make miracle happen.
Without any other communication effort or in-store push or promotions, a little community hub of miracles gave way to a groundswell of little miracles. Facebook fans reached 1, 656 and resulted in overall 11, 935 total logged in page views. Miracle Whip grew by 8% in 2010 (with its major retailers growing as high as 25%), selling way above expectations (+17% vs. December target.) But more importantly, Miracle Machine and its online community were able to successfully whip up 12 miracles in 12 days.