The Brief

Tanduay Ice is the Philippines' number one alcopop, with red, blue, yellow, and clear flavors you can mix into absolutely any colour. We were briefed to demonstrate this to the hip, young crowd. Upon studying research, we chose to engage their love for hip, colourful art—lomo, graffiti, tattoos, Instagram—with an equally colourful idea. This would generate tremendous viral response via social media—especially sites where art and cool visuals were shared, such as Pinterest, Tumblr, and Instagram—that could potentially equal the reach of even a TVC.

Describe how the promotion developed from concept to implementation

We created MIXHIBIT. An exhibit of colourful mixed-media installations—all of which you could actually drink. We collaborated with four top mixed-media artists, commissioning installations that used Tanduay Ice for colour—and could dispense it as drinks. It was held at Galerie Stephanie, Manila’s hippest art hang-out, and attended by press, celebrities, and models. All of which brought in the crowd in droves. Every night, they drank in the beauty of the colourful installations. Then drank the colorful installations. We were certain it would be such a hit they'd share it online with their friends, and try it themselves.

Describe the success of the promotion with both client and consumer including some quantifiable results

Photos spread not just on FB and Twitter, but also on Instagram, Tumblr, and Pinterest—the fastest growing social sites among our target—generating reach among our target that rivalled the P27M TV campaign that ran earlier, at 1% of the cost. It was also featured on online news sites. Client extended Mixhibit by three months and reported an 87% sales increase in the month of the campaign's launch, and 5% growth.

Explain why the method of promotion was most relevant to the product or service

It was, at its heart, a demonstration of the product's benefit—the countless colours you can create, and how much fun you can have with it—just done in a way that directly engaged the youth and their interests.