The Best Work , Works Best

It Works For Us … Currently We Are :
4As Philippine Agency of The Year
Philippine Ad Congress Agency of The Year
Campaign Brief Asia Philippines Agency of The Year
UPMG Print Agency of The Year
The most highly awarded Digital Agency in the Country
Shortlisted as Regional Office of the Year two years in a row
by MEDIA Magazine
Regional Creative Agency of The Year 2008

It Works For Our Clients …
More awards for effectiveness than any other Agency in the country over
the past two years:
Asian Marketing Effectiveness Awards – FedEx
Asian Marketing Effectiveness Awards – Visa
Advertising & Marketing Effectiveness Awards Gold – Childhope
Advertising & Marketing Effectiveness Awards Bronze – Pizza Hut
Advertising & Marketing Effectiveness Awards Finalist –
Bayan Corporate
Advertising & Marketing Effectiveness Awards Finalist –
Bayan Wireless Landline

Services
data
digital mobile
analytics
proximity
direct live promotion

Partnerships Based On
Shared Principles
A passion for creating big ideas, based on clear insights
that achieve tangible business results
Our Clients push us for our best thinking,
and expect us to do the same to them
A mutually held belief that creativity is the magic
that can move markets
We look to maximize return, not minimize risk

It ’s The Message, Not The Medium

The Idea Is The Framework ,
The Medium The Method of Delivery

You Cannot March Your Message Across
A Bridge of Money
& Hope It Will Connect

Compelling Commercial Content
Communication so compelling people actively choose
to seek it out and get involved

Creating Compelling Content
Data Brand Ideas
Behavior Engagement Content
Research Channel

Behaviour Changing Insights
Understanding people is the key to successful work
BBDO invests in having deeper insights than anyone else
As such we conduct regular global and local research studies

TotalWork : Delivering Integrated
Communications That …
Galvanize external consumers to bond more tightly to the brand
Motivate internal audiences, telling them why they
come to work each day
Punch above their weight (deliver more for less)

Our Process For
Developing TotalWork Ideas

The Work

The Creative Brief
Get: ‘Global Connectors’
Who: Live in an on demand world, with the expectation that
everything should be available to them in the way they want it 24/7
To: Re-evaluate Bayan Telecommunications
By: Telling them that life can get better with Bayan

The TotalWork Idea
Definition of the idea based on the incite in the brief:
Bay an promis e s a be tte r e xpe rie nce for pe ople
fe d up w ith poor cus tome r s e rv ice
Brief description of the channel strategy:
We started by giving the brand a holistic makeover, changing the way the
people saw the company from inside out, transforming it from an old, time
worn brand to a cutting edge company at the forefront of consumer
focused innovation. First we re-launched the brand and its new consumer
service focused positioning to employees and stakeholders before
announcing the brand renovation to consumers through TV and print, plus
area specific outdoor, visual merchandising and a huge leafleting
campaign

The Results
Business Results:
In the first year of the re-launch, subscriptions rose by 20%
9 months following the brand re-launch, tracking indicated that the
desired attributes are strongly linked and associated
with the re-launched Bayan
Anecdotal Results:
6 months after the brand re-launch, the company opened up a store
selling exclusive ‘Bayan’ merchandise
The campaign gained the attention of the
National Telecommunications Commission. The Commission made
Bayan’s service standards the new industry benchmark
Creative Awards:
Asian Outdoor Advertising Awards, Asia Pacific Adfest and Philippine Ad
Congress and NY Advertising & Marketing Effectiveness Awards

The Creative Brief
Get: Young adults, 20-34 years old from ABC economic classes
Who: Rely on food delivery service whenever they’re pressed for time
To: Make Pizza Hut Delivery their top-of-mind delivery option
By: Pizza Hut lets you enjoy your pizza at the time
you expect it to be there

The TotalWork Idea
Definition of the idea based on the incite in the brief:
Piz z a Hut make s a s tand ag ains t tole rance for late ne s s
Brief description of the channel strategy:
We focused on channels that will bring us closer to the target audience
when they are in time relevant situations, making outdoor and drive-time
radio lead mediums
We placed our message along intersections where you feel the long wait
for the light to turn green… in bus terminals where you suffer the agony of
waiting in line during rush hour… on parking fences in business districts
where people are more conscious of coming in late. TV served as a
secondary medium and ran only
for the first quarter of the campaign

The Results

Business Results
Goal 1: Maintain the double -dig it s ale s g row th that Piz z a Hut De liv e ry
has be e n e njoy ing in the pas t
Despite the much tougher scenario it was facing, Pizza Hut Delivery
successfully matched the 16% growth rate it enjoyed in 2006. From 4%
to 9%, transaction counts grew more than double as the campaign ran

Business Results
Goal 2: Ke e p a s ig nificant g ap in its imag e ry s core s re late d to food
de liv e ry v e rs us Gre e nw ich and S hake y ’s
Not only did the campaign bring home the idea’s main message, it also
impacted on the three other attributes deemed important to food
delivery: hot food, ease of ordering and crew that shows concern

Anecdotal Results
The expression “Hate Late?” has
started to become part of the
general vernacular too, especially in
places where punctuality redounds
to productivity. This was taken from
a construction site

Creative Results
The campaign has won the following creative & effectiveness
awards:
Bronze, Outdoor Category, 2007 Cannes Lions
Bronze, Retail & Food Category, 2008 Advertising and Marketing
Effectiveness NY

The Creative Brief
Get:
‘Dynamic digitally savvy’ 15-24 year old teens
Who:
Think that Pepsi is not an engaging brand
To:
Express themselves through Pepsi
By:
Giving them a chance to be a part of the Pepsi brand (literally)

The TotalWork Idea
Definition of the idea based on the incite in the brief:
Be a Pepsi icon by getting your barkada on the can

The TotalWork Idea
Brief description of the channel strategy
Media here played more of an enabling role, with digital becoming a
channel for the teens to give their say
On web & mobile, they could get other friends to vote for their photos,
comment on and vote for other barkadas. A widget even let them display
their pictures on their desktops
On social networking sites, profile pictures branded Pepsi ‘KadaCan
proliferated, driving more people to the site and the photo-booth. Since
most of the teens are online and have at least one account in a social
networking site, they would write about the photo-booth, send out the links
to their photos and encourage more people to go to the site to vote and
view, thus increasing the site traffic of Pepsi.
Honestly, we hardly had to do any work
No TV. No “viral video”.
Just the Pepsi ‘KadaCan photobooth touring the malls nationwide, the kids
all abuzz and the drive-to-site ads on Facebook and a few other local sites

The Results
Business Results:
+19% growth from the 3rd quarter to the 4th, considering that is the only
effort for the entire brand. Past-4-week consumption prior the promo
increased from 21 to 25% after the launch.
Intermediate Results:
8,052 registrants, 675.72% higher than the previous Pepsi integrated
campaign
540,869 online votes and 5,103 mobile votes
6.44M hits online, with 2.19M pageviews
39k+ unique visitors, more than 4,200 of those led in through blogs &
forums
They stayed on the site for almost 6 minutes on average
Commenting: 1,730 comments on the site alone
And bringing the experience home: 1,224 widget downloads

The Results
Anecdotal Results:
As seen on the comments on the ‘KadaCan site, the blogworld & social
networking buzz, Pepsi is now on the youngsters’ lips and minds, having
given them a story to tell
Pepsi ‘KadaCan is now Pepsi Philippines’ benchmark for digital activation,
with its results a huge leap from the previous year’s activation
Over-all, Pepsi ‘KadaCan ran for 12 weeks, building relevance and driving
affinity with the youth at every turn. The campaign increased traffic to
www.Pepsiworld.com.ph exponentially, making it a venue for the kids to
express themselves

The Best Work , Works Best