| Title | ON THIS SITE |
| Brand | PLDT |
| Product / Service | KAASENSO |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | DRAFTFCB MANILA, THE PHILIPPINES |
| Entrant Company: | DRAFTFCB MANILA, THE PHILIPPINES |
| Advertising Agency: | DRAFTFCB MANILA, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Ringo Raymund Mendoza | Draftfcb | Associate Creative Director |
| Geonard Ylleana | Draftfcb | Senior Art Director |
| Sydney Samodio | Draftfcb | Chief Creative Officer |
| Jimbo Flancia | Draftfcb | Group Account Supervisor |
| Jenny Wieneke | Draftfcb | Senior Vice President - Accounts |
| Jappy Arinque | Draftfcb | Print Production |
| Mar Pascual | Illustrator |
The week that the signs were put up (August 3-9, 2011) saw a 74.11% increase in the number of visitors to www.pldtkaasenso.com.ph, from 112 to 195. During the same period, page views also increased by 67.40%, from 457 page views to 765 page views. This shows that, in spite of a limited budget, the communication effort was able to direct people to the website, made them aware of the brand, and enticed these individuals to learn more about the brand via its website.
The on-site channel? Vacant lots and construction sites. A common sight in every local community in the Philippines. Always with a ubiquitous signage (handpainted on wood and loosely hanging from a steel or wooden post): On this site will rise (name of establishment). The medium communicates the prospect of growth, so it helps empower a brand that empowers. It talks very well to the market that cares more about what happens in their locality over what traditional media tell them. The outdoor ad: the signage AND vacant lots/construction sites. The medium: vacant lots/construction sites. The creative execution: as close as possible to how it’s usually done (handpainted), and worded: referring to the site (location) and the website. A first in the category. A fresh take to direct a market to website. An effort that costs little yet manages to buy long exposure.
KaAsenso is a service of Philippine Long Distance Telephone Co. (PLDT) that provides tools and solutions for small-scale businesses (or minigosyos). Its website is a comprehensive guide to starting and growing microbusinesses. Marketing efforts are tasked to position PLDT KaAsenso as a brand that empowers minigosyantes (microbusiness-owners). The communication goal is single-minded: direct potential minigosyantes to PLDT KaAsenso’s website. Minigosyantes personify the common Filipino dream: to rise and own a business by starting small. Their minigosyos thrive in the nation’s local communities (e.g. neighborhood stores, bakeshops, barber shops, carwash services or internet cafés). To compliment online efforts promoting the brand’s website, one on-site channel in the localities present a golden opportunity: maximum exposure, fresh approach, cheap, relevant to market behavior and spot-on with brand’s image and communication goal.