| Title | WIN PRIZES HOURLY |
| Brand | GMA NEWS TV |
| Product / Service | GMA NEWS TV |
| Category | A04. Best Use of TV or Radio in a Promotional Campaign |
| Entrant | GMA NETWORK Quezon City, THE PHILIPPINES |
| Entrant Company: | GMA NETWORK Quezon City, THE PHILIPPINES |
| Sales Promotion/Advertising Agency: | GMA NETWORK Quezon City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Lizelle G. Maralag | Gma Marketing/Productions Inc. | President/Coo |
| Jon Lara | Gma Marketing/Productions Inc. | Product Development Manager |
| Aileen Young | Gma Marketing/Productions Inc. | Activations Manager |
| Christine Mendoza | Gma Marketing/Productions Inc. | Product Development Manager |
| Cathy Ang | Gma Marketing/Productions Inc. | Product Development Specialist |
| Aica Pascual | Gma Marketing/Productions Inc. | Product Development Specialist |
| Kara Acevedo | Gma Marketing/Productions Inc. | Product Development Specialist |
| Dimple Opulencia | Gma Marketing/Productions Inc. | Activation Specialist |
| Pearl Acuesta | Gma Marketing/Productions Inc. | Activation Specialist |
| Rd Salacup | Gma Marketing/Productions Inc. | Creative Manager |
| Nino Evangelista | Gma Marketing/Productions Inc. | Art Director |
| Camille Samson | Gma Marketing/Productions Inc. | Senior Creative Specialist |
| Lyndon Santos | Gma Marketing/Productions Inc. | Production Manager |
| Herrand Tubola | Gma Marketing/Productions Inc. | Line Producer |
| Anna Guevara | Gma Marketing/Productions Inc. | Assistant Manager For Print |
| Tom Estrera | Alta Productions Inc. | Director |
| Binky Belardo | New Media Inc. | Production Manager |
| Eyron Magtibay | New Media Inc. | Assistant Vice President/Digital Gma |
GMA News TV Channel 11 is the offshoot station of GMA Channel 7, leveraging on the award-winning credibility of its News and Public Affairs. The TV station’s thrust is to keep viewers informed with the latest news and information every hour. The objective of the GMA News TV Win Prizes Hourly was to increase viewing levels and drive awareness for the newly launched network and its programs.
We developed a station promo leveraged on “I’m informed every hour on the hour” to encourage viewers to watch GMA News TV programs and get a chance to win prizes every hour of the day for 30 straight days. GMA News TV Win Prizes Hourly was an on-air SMS promo that called for viewers to answer via SMS trivia and current events questions that were aired in GMA News TV programs. It was inspired by the Filipino’s love for texting and their need to be up to date with news and current affairs.
GMA News TV Win Prizes Hourly SMS promo garnered almost 400% increase of total SMS entries compared to total SMS entries for similar text-in promos done in the past. Furthermore, had 4 times more unique participants than previous SMS promos, suggesting that the promo appealed to a wider audience compared to previous SMS promos. Entries increased every day, starting with more than 2,000 text entries per day to almost 5,000 text entries per day towards the end of the promo. During the promo period, station audience share had an increase of 18%.
In line with the GMA News TV thrust of providing information as quickly and accurately as possible, the promo leveraged on text (SMS) as the method of promotion because it is the most immediate and accessible medium for viewers to interact with the station.