BBDO Guerrero | Proximity Philippines Credentials 2010
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BBDO Guerrero | Proximity Philippines Credentials 2010

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BBDO Guerrero | Proximity Philippines Credentials 2010 BBDO Guerrero | Proximity Philippines Credentials 2010 Presentation Transcript

  • Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • s t B e k s o r , W o rk t W es e B T h Monday, June 28, 2010
  • 4As Philippine Agency of the Year (2008, 2009) Campaign Brief Asia Philippines Agency of The Year (2006, 2007, 2008, 2009) Most Highly Awarded Digital Agency in The Country (2008, 2009) Monday, June 28, 2010
  • More Awards For Effectiveness Than Any Other Agency In The Country For The Past 3 Years Monday, June 28, 2010
  • Monday, June 28, 2010
  • 19 9 6 1 Number of awards (excluding craft) across 16 clients BEST OF MEDIUM GOLD SILVER BRONZE www.bbdoguerrero.com Monday, June 28, 2010
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  • BBDO PROXIMITY Monday, June 28, 2010
  • Advertising Direct & CRM Core Digital E-CRM Social Media Mobile Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK Monday, June 28, 2010
  • BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK Monday, June 28, 2010
  • BRANDWORK Define a brand to drive purpose, action and compelling communication Brand fundamentals expressed in a dynamic, action oriented way Monday, June 28, 2010
  • BRANDWORK Brand Essence Noble Purpose Target Audience Inciters Benefits Advantage Personality Behavior Code Monday, June 28, 2010
  • BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK Monday, June 28, 2010
  • INCITEWORK Logical sequence breaking down business objectives into single human actions required Directs insights into an effective, creative brief focusing on desired behavior Monday, June 28, 2010
  • INCITEWORK What What are the What do we What are the Where will Who will experience pivotal What do they want them to business the business provide the will change moments to do now? do goals? come from? growth? their change tomorrow? behavior? behavior? Monday, June 28, 2010
  • BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK Monday, June 28, 2010
  • WORKOUT 2-3 day intensive creative development Cross disciplinary creative teams, client involvement throughout Major campaign idea executions across key media 95% success rate Monday, June 28, 2010
  • BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK Monday, June 28, 2010
  • WORKPLAN A tool to help develop campaign channel plans based on the pivotal moments during the consumer journey Ensures every message in every medium is aligned and optimized for maximum efficiency Monday, June 28, 2010
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  • BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK Monday, June 28, 2010
  • MEASUREWORK Three core tools available to help measure and optimize campaign performance The Worth, The Worth, The Worth Monday, June 28, 2010
  • Social Media monitoring Listen – Learn - React and impact tool Helps gain consumer insight to inform marketing and advertising strategy Everywhere in the world, in any language, in real-time Monday, June 28, 2010
  • Aggregates multiple sources of campaign data into a dashboard Real-time snapshot of impact of activity Customized to business and marketing objectives Monday, June 28, 2010
  • The Worth, Identifies most compelling The Worth, The Worth advertising claims; puts monetized value on KPIs If we invest x dollars in communication (e.g. media channel and messaging) it equals to an x% increase in brand preference which will drive Constant net spend, x% intention to stay in the next 6 months, therefore providing $x total revenue gain optimizing contribution of messages can give our Clients 5-12% boost JoAnn Sciarrino Michael Wolfe Dr. Stephen Stuk EVP Director Snr. Research Director Scientific Advisor in sales Analytics & Modeling Analytics & Modeling Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • Bayan DSL WHY - Bayan struggling to gain foothold in a competitive and aggressive category GET - New subscribers WHO - Are frustrated that their current service provider does not deliver on what they promise TO - See Bayan as the service provider that they can rely on to meet their expectations BY- Demonstrating the ease and simplicity of Bayan’s service WHAT - Fully integrated campaign across multiple media Monday, June 28, 2010
  • Bayan DSL Executional Insight: When it comes to technology, senior citizens are the ones who are usually left behind Product Truth: Bayan Broadband simplifies your internet experience Total Work Idea: Bayan makes going online so easy, even a grandmother can do it Monday, June 28, 2010
  • Bayan DSL Executional Insight: When it comes to technology, senior citizens are the ones who are usually left behind Product Truth: Bayan Broadband simplifies your internet experience Total Work Idea: Bayan makes going online so easy, even a grandmother can do it Monday, June 28, 2010
  • TVC OUTDOOR PRINT FLYERS VIRALS SOCIAL NETWORKING SITES WEBSITE RADIO Monday, June 28, 2010
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  • Bayan DSL Customer inquiries up 700% Subscriber base up 45% PHP144 Million in free media impressions Less than 10% of competitors media budget Monday, June 28, 2010
  • Bayan DSL Gold Asian Marketing Effectiveness Awards Gold Asian Digital Media Awards Silver NY AME Awards Best of Show Philippine Ad Congress Monday, June 28, 2010
  • Pizza Hut Delivery WHY - Competitive encroachment into delivery service GET - Young adults WHO - Rely on food delivery services whenever they are pressed for time TO - Make Pizza Hut Delivery their top of mind option BY- Demonstrating Pizza Hut’s commitment to time-keeping WHAT - Fully intergrated campaign across multiple media Monday, June 28, 2010
  • Pizza Hut Delivery Executional Insight: In The Philippines, we are lax about time keeping... except when it comes to food Product Truth: Pizza Hut delivers on time, or its free Total Work Idea: When everything else is late, you can count on Pizza Hut to be on time Monday, June 28, 2010
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  • Pizza Hut Delivery Transactions increased more than double during campaign Significant improvements on key brand health metrics Monday, June 28, 2010
  • Pizza Hut Delivery Bronze NY Advertising Marketing Effectiveness Awards Silver Asian Spikes Awards Bronze Cannes Lions Monday, June 28, 2010
  • Modess Angels WHY - Exploit and expose weakness in competitor’s ‘shallow’ positioning to build core brand equity GET - Compassionate and socially aware young women WHO - Feel compelled to help others during a time of need TO - See Modess as an authentic and responsive partner, sensitive to the needs of women BY- Encouraging them to partner with Modess to make a difference to those most in need of female compassion WHAT - Integrated campaign with digital as enabler at core Monday, June 28, 2010
  • Modess Angels Executional Insight: You can be more compassionate and sensitive to others when you are naturally at ease Product Truth: Modess’ superior protection puts you comfortably at ease so you can be more in tune with the needs of others Total Work Idea: Modess enables you to care more Monday, June 28, 2010
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  • Modess Angels Initial community target reached within half the time estimated Extended reach of campaign in response to demand to formally mobilize relief operations Significant improvements on key brand health metrics including A brand that supports and empowers women and A brand that reflects the reality of women today, brand usage scores also posted positive shifts during campaign period Monday, June 28, 2010
  • Modess Angels Winner of the only 2010 J&J James Burke Award For Best Campaign in Asia Pacific Monday, June 28, 2010
  • Pepsi Sarap Magbago WHY - Relaunch Pepsi into a crowded market where price brands have commodotized the category GET - Pinoy Youth WHO - Desire to make a change, but don’t know where to start TO - See Pepsi as the enabler that will help them to convert their desire for change into action BY- Getting them to make a choice and make a difference with Pepsi WHAT - Integrated campaign with digital to drive participation amongst key influencers Monday, June 28, 2010
  • Pepsi Sarap Magbago Executional Insight: Effecting an actual change begins with making an active choice to do so Product Truth: Choosing Pepsi over other colas is an active, as opposed to a passive choice Total Work Idea: Together, Pepsi and the Philippine Youth make an active choice to make a change Monday, June 28, 2010
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  • Pepsi Sarap Magbago 14% Growth in Spontaneous Awareness Increase in Trial scores from 89% to 98% Volume Growth 0f 6% Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • End to end, full-service digital media services Digital communications planning , digital media planning & buying, SEO / SEM, site analytics Monday, June 28, 2010
  • Design based ideas division, specializing in fast turnaround, BTL / Retail Projects BTL promotional material, POSM, DM & collaterals, tactical & retail communications Monday, June 28, 2010
  • Asia Pacific mobile specialist, based in our Singapore office Mobile strategy & consulting, mobile integration, mobile media planning & advertising, mobile content & applications, behavioral research, measurement & analytics Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • Wireless Works Annual global research The Ritual Builders studies exploring key trends Results & analysis available exclusively to Clients Trading Up Trading Down Monday, June 28, 2010
  • Global knowledge & planning service exclusively for BBDO / Proximity agencies & Clients Specializes in Finance, Retail & Telecoms Research, trend analysis, strategic planning Monday, June 28, 2010
  • A focal point for up-skilling staff & Client, driving innovation & thought leadership Monday, June 28, 2010
  • Digital Natives facilitated modular training program available to Clients through Digital Lab •Digital Strategy •Online / Offline •Social Media Integration •Search Analytics •Digital Trends •Mobile Advertising •Mobile Marketing •Gaming •Virtual Worlds •Online Advertising •Micro-blogging •Digital CRM Monday, June 28, 2010
  • Overview Processes The Work Partnership Added Value Monday, June 28, 2010
  • Monday, June 28, 2010