Title | NATIONAL BELATED MOTHER'S DAY |
Brand | ALASKA MILK CORPORATION |
Product / Service | ALASKA CLASSIC |
Category | D01. Use of Brand or Product Integration into a Programme or Platform |
Entrant | MULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES |
Idea Creation | MULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES |
Idea Creation 2 | ALASKA MILK CORPORATION Makati City, THE PHILIPPINES |
Media Placement | MEC PHILIPPINES Manila, THE PHILIPPINES |
Media Placement 2 | ESSENCE DIGITAL Singapore, SINGAPORE |
Production | TENTACLES Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Leigh Reyes | Mullenlowe Philippines | President & Chief Creative Officer |
Abigail Aquino | Mullenlowe Philippines | Executive Creative Director |
Hannah Portugal | MullenLowe Philippines | Copywriter |
Gabie Osorio | Mullenlowe Philippines | Senior Art Director |
Aimee Sarmiento | Mullenlowe Philippines | Business Unit Head |
Regine Mercado | Mullenlowe Philippines | Account Director |
Patricia Juat | Mullenlowe Philippines | Senior Account Manager |
Nicole Lim | Mullenlowe Philippines | Junior Account Manager |
Shiela Tiongco | Mullenlowe Philippines | CTU Director |
Raffy Bariso | Mullenlowe Philippines | Head of Social Media and Content CTU |
Viboy Palillo | Mullenlowe Philippines | Director for Brand Planning |
This year, Alaska, the milk brand for the hardest working mothers in the country, wanted to celebrate a little differently. We realized that for every mother who could afford to celebrate every second Sunday of May, there must be another mom who needed to work on that day. These are the women usually in the service industry - waitresses, therapists, laborers and the like -- who sacrifice their Sundays so that other moms can take a break.
Along with a light-hearted film (released the day after Mother's Day, of course) were easy recipes and belated food gifts people could share to treat their moms *after* working on Mother's Day. In Alaska, we believe in letting mom know how much we love her, no matter what day it is.
A lot of moms and kids connected with our story, achieving 400k views in the first 12 hours of posting, 300% more than our original target of 100k views. In a week’s time we were able to reach 2.2 million people with 1.2 million unique views.
The National Belated Mother's Day project is relevant for media because its message can be well communicated in various media platforms. Aside from our online video, we also provided contents such as recipes and gift ideas that viewers can give to their moms. We also held a giveaway through Facebook wherein viewers just have to comment down their message for their mom. Selected people got to win an Alaska Can with their Mother's day greeting printed on it.
We decided to create a new holiday, the day after Mother's Day which is called National Belated Mother's Day. This is for all the mothers who had to make other mothers happy on that day. By the time we ran, other brands are starting to reduce their boosting.