| Title | GULPIHAN SA 7-ELEVEN (FISTFIGHT AT 7-ELEVEN) |
| Brand | PHILIPPINE SEVEN CORPORATION |
| Product / Service | 7-ELEVEN PHILIPPINES |
| Category | A01. Creative Effectiveness |
| Entrant | PHILIPPINE SEVEN CORPORATION Mandaluyong City, THE PHILIPPINES |
| Idea Creation | PHILIPPINE SEVEN CORPORATION Mandaluyong City, THE PHILIPPINES |
| Media Placement | PHILIPPINE SEVEN CORPORATION Mandaluyong City, THE PHILIPPINES |
| PR | PHILIPPINE SEVEN CORPORATION Mandaluyong City, THE PHILIPPINES |
| Production | PHILIPPINE SEVEN CORPORATION Mandaluyong City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Leigh Reyes | MullenLowe Philippines | President / Chief Creative Officer |
| Abi Aquino | MullenLowe Philippines | Executive Creative Director |
| Alan Fontanilla | MullenLowe Philippines | Managing DIrector |
| Viboy Palillo | MullenLowe Philippines | Strategic Planning Director |
| Roman Olivarez | MullenLowe Philippines | Creative Director |
| Raffy Bariso | MullenLowe Philippines | Social Media and Content Director |
| Irish Viado | MullenLowe Philippines | Senior Account Manager |
| Min Roldan | MullenLowe Philippines | Senior Copywriter |
| Iya Parungao | MullenLowe Philippines | Art Director |
| Jel Villanueva | freelance | community manager |
A Facebook event named after a brawl, that turned a heated online discussion into an interactive and fun debate. Social media play an integral part on everyday’s lives of the Filipinos as a venue to express thoughts and opinions. This was also Philippines’ most controversial election. The campaign made use of social media specifically Facebook, Facebook event page, Facebook Messenger for Live Chat to fans, Instagram, Twitter and own 7-Election PH website.There were online videos used to bring high engagement. There were 4 Million unique users reached for the GULPihan event page. The campaign gained Php 14 Million media values earned without traditional media support based on the report from Carat Philippines which is 7-Eleven Philippines' PR Agency. According to the 7-Eleven Sales Report, over 2.7 Million cast their votes or bought GULP drinks, a record breaking three (3) digit increase in sales. The said campaign which ran from March to May 2016 resulted to 127% increase in sales versus last year. Currently, GULPihan sa 7-Eleven already won the following local and international awards: 1. Silver, PR Category, Spikes Asia 2016 2. Bronze, Digital Campaign - Retail category, Boomerang Awards 2016 3. Bronze, Effectiveness - Engagement category, Boomerang Awards 2016 4. Bronze, Respect for Law and Authority and Promotion of Self- discipline, Araw Values Awards 2016