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2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines
2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines
2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines
2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines
2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines
2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines
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2013 IMMAP Boomerang awards - Adobo sep oct 2013 -2013 - Internet and Mobile Marketing Association of the Philippines


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2013 IMMAP Boomerang Awards. …

2013 IMMAP Boomerang Awards.
- IMMAP : Internet and Mobile Marketing Association of the Philippines
- Judges perspective on 2013 Boomerang entries and winners

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  • 1. September-October 2013adobomagazine DIGITAL BOOMERANG AWARDS 201338 Elly Puyat, OgilvyOne managing director, added: “Nestlé has been our partner in building the Nestlé Club for a little over 15 years now. Our focus in building the community of loyal Nestlé users has always been consumer engagement with business results. Following the mothers in the digital space with the same mindset is natural for us. We are believers that insightful and consistent consumer engagement leads to loyalty which leads to business impact.” OgilvyOne’s ‘Gerber Farm’ work for Nestlé’s Gerber Foods brand delivered a Silver in Campaigns by Industry. Its second Silver was awarded for Unilever’s Clear Men’s ‘Dream Match’ for Campaign Effectiveness, which also provided one of three Bronze awards to the agency. Minute Maid Pulpy’s ‘Improv Your Day’ for Campaigns by Industry and KFC’s ‘Cheese Top Burger’ for Campaign Effectiveness won the remaining Bronze awards. MANILA Nestlé Philippines was far and away the biggest victor at the Boomerang Awards, with its roster of agencies winning metal across a range of brands and taking the show’s only Special Award. Twelve of the night’s 44 Boomerangs went to the food and beverage giant, its biggest haul ever in a single award show. Nestlé shop, OgilvyOne Manila, shared the lion’s share of the night’s five Golds with Di9it-DM9JaymeSyfu. The pair won two Boomerangs each. Both of OgilvyOne’s Golds were won for Nestlé’s community-building Nestlé Club in the F&B/Program by Industry and Program Effectivity/Sales categories. Nestlé Club also went on to become the only work honored with a Special Award, a category reserved for Gold Boomerang winners. It won the Best in Business Results prize. Di9iT-DM9’s Golds and lone Silver also came from a single, multi-awarded campaign – ‘Bury the Past’, a project by advocacy group Gabriela to help women bury the memory of sex scandal videos by burying them in search engine results. Its Gold came from Non- Profit Campaign and for Engagement in the Campaign Effectivity. The night’s final Gold went to Mobext in Campaign Effectivity for McDonald’s ‘Ang Pao’ mobile vouchers. Havas Media’s mobile operation also won Silver for the vouchers, which were launched for Chinese New Year. “The 12 Boomerangs we took home this year is a great result, but what’s been especially exciting is the fact that we won across brands and agencies. This is a credit to both our Nestlé digi-champs and our agencies, who share the same passion and inspiration for our corporate mission,” said Sandra Puno, Nestlé Philippines’ communications director. “The awards serve as testament also to the way that we’ve brought digital into the heart of our communications planning process.” Nestlé’s other roster shops MRM Manila took four Silvers, while Publicis Manila and NuWorks Interactive Labs won a Bronze each for the Nestlé Drumstick Duo and Nestlé Crunch’s ‘Fun Philosophy’ respectively. MRM’s Silvers for Campaign Engagement were awarded for Nescafe’s ‘EDGAR’, a Japanese sentai-inspired viral spot, while a viral video starring a photogenic Jack Russell AKA ‘Toffee, the ‘Ultimate Human Whisperer’, created for Alpo won for Campaign Effectiveness. Its two other Silvers were awarded for Kitkat’s ‘The Break Movement’ and Royal’s ‘Kulitkada’. Bounty of Boomerangs Nestlé’s shops scoop lion’s share of awards 01 IMMAP President Miguel Ramos, Boomerang founder Eduardo Mapa, Jr. amd 2013 Boomerang co@chair Isa Garcia@Sicam 02 Lourd de Veyra gives the closing remarks for the 2013 Boomerang Awards is47 sept-oct 2013.indb 38 9/27/13 7:44 AM
  • 2. September-October 2013 adobomagazine DIGITALBOOMERANG AWARDS 2013 39 F&B brands having fun in digital Entries were globally competitive PIA ROXAS OCAMPO Wunderman Executive creative director “It was inspiring seeing the variety and quality of work this year. There wasn’t a trying-too- ‘viral’ video in sight. It seems like the guys working on F&B are having the most fun. This was one of the largest categories but also the most enjoyable to go through. It seemed the categories with the most work also happened to be the most competitive in terms of creativity. Just because these industries aren’t as ‘crowded’, in Real Estate; Retail; Travel, Leisure and Entertainment and Publishing and Media. As the executions improve in terms of creativity and production, the aspect I feel we need to most work on now is the measurement of results. This year’s biggest winner – Nestlé Club – deserved their win because they invested in business. More work would have gotten through if they had put in the monitoring to get the numbers that showed the work had business impact.” ALBET BUDDAHIM Performics Philippines Managing Director “The entries were competitive; well-integrated campaigns with digital playing a key role in strategic audience engagement and amplifying the message into PC and mobile phones. The business results of the case studies were amazing and I hope it can be shared with the Philippines industry. I have seen Campaign case studies from Cannes and from the region when I was Procter & Gamble’s Asia digital business platform leader, and this is why I am able to say that the Philippine digital campaigns are globally competitive. In the use of the media channels – it will be interesting on what was the percentage allocation of media budget in the campaign and to establish the ROI per media channel, versus not knowing what media worked hard/best for the campaign. All of the metal winners are excellent examples of leveraging digital to drive business results. What separated the Golds from the rest: Is it inspiring? Is it innovative? Is digital at the core of the campaign?” Jurors’ take 01 02 Entries were globally IllustrationCamilleNoceda is47 sept-oct 2013.indb 39 9/27/13 7:45 AM
  • 3. September-October 2013adobomagazine DIGITAL BOOMERANG AWARDS 201340 Boomerang Winners G O L D S H O W C A S E Title ‘Bury the Past’ Agency Di9it-DM9JaymeSyfu Advertiser Gabriela Title ‘Nestlé Club’ Agency OgilvyOne Worldwide Manila Advertiser Nestlé Philippines is47 sept-oct 2013.indb 40 9/27/13 7:45 AM
  • 4. September-October 2013 adobomagazine DIGITALBOOMERANG AWARDS 2013 41 Title ‘Manila Scandal’ Agency Di9it-DM9JaymeSyfu Advertiser Gabriela EVAW campaign Title ‘McDonald’s Ang Pao Coupons’ Agency Mobext Advertiser McDonald’s Philippines is47 sept-oct 2013.indb 41 9/27/13 7:45 AM
  • 5. September-October 2013adobomagazine DIGITAL BOOMERANG AWARDS 201342 01 TV5 ‘s Shiela Paul, Globe Telecom’s D` Artagnan Aguilar, Havas Media Ortega’s Carlos Palma, IMMAP Summit 2013 co@chair Michael Palacios 02 Delegates packed the Rockwell Powerplant Mall Cinemas for the two days IMMAP 2013 03 IMMAP founding president and ABS@CBN chief digital officer Dr. Donald Lim 04 Immap Summit 2013 co@chair Menchie Viduya@Dizon & Michael Palacios 05 Globe Telecom’s head of mobile advertising Bela Gupta D` Souza 06 Spiralytics managing director Jimmy Cassells 07 The Media Merchants’ founder Brodie Gunning 08 Millward Brown regional director Rob Valsler 09 iProspect APAC CEO Ruth Stubbs 10 DM9JaymeSyfu chairman and CCO Merlee Jayme 11 Media Corp head of digital enterprise Nick David Fawbert 12 ABS@CBN chairman Eugenio Gabby Lopez III Snapshots IMMAP SUMMIT 01 02 05 08 12111009 0706 0403 is47 sept-oct 2013.indb 42 9/27/13 7:45 AM
  • 6. September-October 2013 adobomagazine DIGITALBOOMERANG AWARDS 2013 43 01 NuWorks Interactive Labs Inc accepts their Boomerang in Fun Philosophy, Food and Beverage for their work on Nestlé Crunch 02 Miguel Ramos speaks at the Boomerang Award ceremony 03 Robin Leonard of All Famous with adobo EIC Angel Guerrero 04 Performics Philippines’ Albet Buddahim with BPI Head of Digital Virginia Brocka 05 IMMAP founders Nix Nolledo of Xurpass and Leah Besa@Jimenez of Smart 06 Havoc Digital’s Mike Palacios and IMMAP VP accepts his Silver Boomerang 07 Publicis Manila with a Silver Boomerang for Nestlé Drumstick Duo 08 Former adobo staffer Mika Amador receives a Bronze Boomerang for Sun Life Financial Philippines’ Banking and Financial Products win 09 IMMAP President Miguel Ramos and founding member Ed Mapa with adobo’s Janelle Squires and Sharon Desker Shaw 10 DM9/Di9it wins gold for Gabriela’s Bury the Past 11 Big winner of the night with the lone Excellence Award for Best in Business @ OgilvyOne@ Nestlé Club. Elly Puyat of OgilivyOne (far left), with Sandra Puno, Nicole Bulatao and Au Alipao of Nestlé (2nd, 3rd and 4th from left) Snapshots AWARD S N IG H T 01 02 08 111009 0706 050403 is47 sept-oct 2013.indb 43 9/27/13 7:45 AM