Title | IT'S MORE FUN IN THE PHILIPPINES |
Brand | DEPARTMENT OF TOURISM |
Product / Service | TOURISM |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Entrant Company: | BBDO GUERRERO Makati City, THE PHILIPPINES |
Advertising Agency: | BBDO GUERRERO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
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 | |
Dale Lopez | BBDO GUERRERO | Creative Director |
David Guerrero | BBDO GUERRERO | Chairman / CCO |
Jao Bautista | BBDO GUERRERO | CD/Copywriter |
Meggy de Guzman | BBDO GUERRERO | CD/Copywriter |
Sugar Perez/Monica Angeles | BBDO GUERRERO | Design |
Dennis Nierra / Rizza Garcia | BBDO GUERRERO | Art Director |
Corey Cruz / Jeck Ebreo | BBDO GUERRERO | ACD/Art Director |
Ian Sta. Maria / Karen Gosingan | BBDO GUERRERO | ACD/Art Director |
Manny Vailoces | BBDO GUERRERO | Final Artist |
Al Salvador | BBDO GUERRERO | Print Producer |
Ley Mababangloob/Claren Torres | BBDO GUERRERO | Art Director |
Eia Garcia/Sheena Siao | BBDO GUERRERO | Copywriter |
Jing Abellera/Ino Magno | Just Add Water | Producers |
Ombet Traspe/Paolo Acosta | BBDO GUERRERO | Accounts |
Iking Uy/Lory Zara | BBDO GUERRERO | Accounts |
Francine Kahn Gonzalez/Tony Harris | BBDO GUERRERO | Account Management |
Francine Kahn Gonzalez/Tony Harris | BBDO GUERRERO | Account Management |
Cristina Buenaventura | BBDO GUERRERO | Strategic Planner |
Manny Nepomuceno | BBDO GUERRERO/PROXIMITY PHILS. | Digital |
Marissa Manaloto/Dennis Billano | BBDO GUERRERO/PROXIMITY PHILS., | Digital |
Roshan Nandwani | BBDO GUERRERO/PROXIMITY PHILS., | Digital |
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.
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.
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.