BE PART OF THE FONT

TitleBE PART OF THE FONT
BrandPHILIPPINE DEPARTMENT OF TOURISM
Product / ServiceIT'S MORE FUN IN THE PHILIPPINES
CategoryE06. Co-Creation & User Generated Content
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Idea Creation BBDO GUERRERO Makati City, THE PHILIPPINES
Production FLARE MANILA Makati City, THE PHILIPPINES
Production 2 PIXELBOX Makati, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Creative Chairman
Francine Kahn-Gonzalez BBDO Guerrero Managing Director
Ombet Traspe BBDO Guerrero General Manager
Federico Fanti BBDO Guerrero Executive Creative Director
Cristina Buenaventura BBDO Guerrero Executive Director of Planning
Roshan Nandwani BBDO Guerrero Executive Director of Transformation
Rachel Yulo BBDO Guerrero Creative Director
Liz Castañeda BBDO Guerrero Creative Director
Andi Olbés BBDO Guerrero Creative Director
Nikki Sunga BBDO Guerrero Creative Director
Frances Cabatuando BBDO Guerrero Associate Creative Director
Caleb Cosico BBDO Guerrero Art Director
Michelle Co BBDO Guerrero Art Director
Ara Cabalonga BBDO Guerrero Strategic Planner
Ethel Diño-Datario BBDO Guerrero Client Service Director
Hana Lauraya BBDO Guerrero Account Director
Celine Larracas BBDO Guerrero Senior Account Manager
Dorcas Torres BBDO Guerrero Senior Account Manager
Arielle Sindac BBDO Guerrero Community Specialist
Dan Camarao BBDO Guerrero Community Manager
Martini Conquilla BBDO Guerrero Social Manager
Bles Melad BBDO Guerrero Community Manager
Oleg de Leon BBDO Guerrero Digital Experience Manager
Marcus Ramos BBDO Guerrero Digital Trainee
Ernest Pascual BBDO Guerrero Digital Trainee
Al Salvador BBDO Guerrero Creative Services Director
Manny Vailoces BBDO Guerrero Head of Final Art
Vilma Magsino BBDO Guerrero Final Artist
Oliver Brillantes BBDO Guerrero Final Artist
Jolan Pescadero BBDO Guerrero Final Artist
Joy Panaguiton BBDO Guerrero Final Artist
Jomar Marasigan BBDO Guerrero Final Artist
David Wright Flare Manila Head of Integrated Production
Dianne Sibal Flare Manila Business Director
Gwen Gui Flare Manila Associate Producer
Lex Nocheseda Flare Manila Associate Producer
Natalia Burgos Flare Manila Editor
Jasper Ello Flare Manila Editor
Wilberto Abenido Flare Manila Editor
Stephen Douglas PixelBox Group General Manager
Chris Thorp PixelBox Founder, Group Director
Jaimee Calupitan PixelBox Executive Producer
Jam Ibay PixelBox Producer
Nina Lee PixelBox Producer
Noah Alcalde PixelBox Online Artist
Gia Austria PixelBox Online Artist

Background

Social media has a large influence on the tourism industry. Research has shown that at least 40% of travelers choose destinations popular on Instagram. But influencer marketing is costly, especially for the environment—with at least 8 tons of carbon emissions going into every hour of film production. The Department of Tourism’s 2019 campaign is focused on sustainable tourism. So we wanted to demonstrate how we could make #ItsMoreFunInThePhilippines trend again without increasing our carbon footprint.

Describe the creative idea

4.2M people have already shared their photos on #ItsMoreFunInThePhilippines. We didn’t need more influencers. We already had 4.2M people sharing the fun—we just needed our friends on social media to turn their content into ads. So we launched a 100% crowdsourced tourism campaign, led by a font. BE PART OF THE FONT—the typeface that turned everyone’s content into a tourism ad. We invited users to download the font and form letters of the alphabet using their bodies. Each letter they formed completed a word that described the Philippines. We suggested words that described destinations such as ‘MAJESTIC’ ‘BREATHTAKING’ or ‘CHILL’. But travelers came up with their own words such as ‘YASSS’ for mountain views and ‘HEAVEN’ for dives. Be Part of The Font allowed us to bombard social media with millions of traveler content, without the carbon cost of flights, sets, and shoots.

Describe the strategy

Despite having the fewest visitors and lowest tourism budget in SEA, the strength of the Philippines has always been its people. With a population of 108 million, it is the 13th most populated country in the world. Overseas Filipino Workers (OFWs), who are estimated at 2.3 million, also ensure that the Filipino culture reaches nearly every corner of the world. Filipinos love to share—making their natural online behavior the perfect free media channel, with many even citing the Philippines as ‘the social media capital of the world.’ Leveraging on this, we endeavored for a campaign that would reach international tourists by engaging Filipino travelers (and past visitors to the Philippines) to create and disseminate travel content for us. The plus: aside from footage and online content being freely available—and therefore more sustainable, it is also totally authentic. Thus serving as credible real-life endorsements of travelers for the Philippines.

Describe the execution

4.2M people have shared why #ItsMoreFunInThePhilippines. We didn’t need more influencers. We needed our friends to turn their social content into ads. So we launched a 100% crowdsourced campaign, led by a font. BE PART OF THE FONT—the typeface that turned everyone’s content into tourism ads. We invited users to download the font and form letters of the alphabet using their bodies. We suggested words that described destinations such as ‘MAJESTIC’ or ‘BREATHTAKING’. Travelers came up with their own words such as ‘YASSS’ for mountain views and ‘HEAVEN’ for dives. We released Facebook frames and Instagram stickers with pre-written words to increase engagement. Content shared was translated into different languages. Be Part of The Font allowed us to trend, without the carbon cost of flights, sets, and shoots. By getting people to be part of the fun, we were able to promote the Philippines while helping preserve it, too.

List the results

Everyone was invited to join the co-creation party and scores of original content began to stream in as soon as the campaign launched—with an immediate increase to 4.9M shares on #ItsMoreFunInThePhilippines. 2019 hashtag usage is expected to reach 875k, a 45% increase vs yearly average. The tourism font became a focal point of the campaign, earning a +147% increase in mentions of #ItsMoreFuninthePhilippines within the first 6 weeks of the campaign—making it the most active for tourism in the Southeast Asian region. Working on a budget 1000x smaller than the largest in SEA, the country experienced a remarkable spike in positive sentiment over other countries within the region. Overall, Philippine tourism saw an 11% increase in search results directly correlating to arrivals—for literally a fraction of the carbon footprint.

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