Application for activations role


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From my role as Digital Marketing Manager, I applied last year for the position of Brand Activations Manager for Globe Prepaid.

Globe Prepaid is the prepaid brand of Globe Telecom, a leading telco in the Philippines and in Southeast Asia; also a leader in innovation recognized by the World GSM Conference.

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Application for activations role

  1. 1. Activations] [Ian Velasco
  2. 2. F T W
  3. 3. V <ul><li>Over 5 years Agency experience </li></ul>
  4. 4. V <ul><li>Prepared, implemented various ATL and BTL campaigns, mostly for SMART Communications, and managed Activations (trade marketing, launches, CRM) to both low-end clients such as Mead Johnson (Alactagrow) and high-end clients such as British American Tobacco (Dunhill, Lucky Strike) and Pernod Ricard (Chivas Regal, Stolichnaya Vodka) </li></ul>
  5. 5. V <ul><li>2008 Philippine representative to the “Young Change Agents” program, an Asia-wide selection of Bates 141 employees tasked to keep an eye on ongoing trends / changes that affect Asian consumers </li></ul>
  6. 6. V Making things happen since ’03. =)
  7. 7. Activations] [Non-Globe
  8. 8. Dunhill Activators Program Objective: Introduce Dunhill into the market and immediately gain attention and following among premium smokers. Barrier: Horeca (Hotels, restaurants, cafes) outlets in Metro Manila are largely Marlboro-sponsored and merchandised establishments. Moreover, British American Tobacco self-restricts its promotion due to a more stringent interpretation of tobacco laws. Challenge: Get into Manila’s premium Horeca outlets, even competitive-sponsored ones, and spread awareness and interest in Dunhill. Activation Idea: Have 10 influencers go to all target horeca outlets as if they’re friends going out on a gimmick. They all use Dunhill in various flavors, they talk to people while holding their packs and leave these packs on tables for sampling. Results: 120 visits done in 2 months, resulting into 5% share vs. category in 4 months.
  9. 9. Stolichnaya Cold War Activation Objective: Introduce Stolichnaya Russian Vodka and establish its being premium by highlighting Vodka’s true Russian Heritage. Barrier: There was clutter in vodka-sponsored events most especially from Absolut. Stoli launch needed to be cut-through. Challenge: Present a unique vodka party that highlights the vodka’s Russian identity and heritage and instead of using other elements to make the brand Pop (i.e. music, celebrities), make Pop out of it. Activation Idea: Bring Shanghai’s top flair tenders (bar tenders who flair) to Manila’s top clubs. Alongside the DJ’s, vodka-mixing became the main act, in venues turned Cold War Russian. Results: 4 events in 4 venues.
  10. 10. Embassy
  11. 11. Warehouse 135
  12. 12. Prince of Jaipur
  13. 13. NU VO
  14. 14. <ul><li>Alacta CRM Programs </li></ul><ul><li>Objective: </li></ul><ul><li>Make Alacta the preferred brand of formula milk for Midwives and Health Care Professionals’ (HCPs) endorsement to moms. </li></ul><ul><li>Barrier: </li></ul><ul><li>The Milk Code prohibits advertisement of Formula Milk in almost all forms. Even talking to health care professionals are allowed only under strict terms. </li></ul><ul><li>Task: </li></ul><ul><li>Educate Midwives and HCPs on Alacta’s benefits in meetings that use entertainment as method of instruction. </li></ul><ul><li>Activations: </li></ul><ul><li>180 small meet-ups nationwide </li></ul><ul><li>28 Christmas parties nationwide in 24 days (giving away of goodie bags are through games to prevent issue of graft) . Use games as way to educate Midwives and HCPs on Alacta’s benefits. </li></ul><ul><li>1 National Midwives Convention in Manila (130 national delegates). Use humor-themed skits by Wally and Philip Lazaro to educate delegates on Alacta benefits. </li></ul>
  15. 15. I don’t have pictures of the events but I have a picture of my team. This is in Zamboanga.
  16. 16. Activations] [Globe Product
  17. 17. Globe’s Project Headshot Clinics Objective: Take photos of 1900 youths from all over the country: - 14 venues in Manila, Baguio, Cebu and Davao
  18. 21. Pixlink Bloggers and Press Launch Objective: Introduce Pixlink to bloggers and to the press and highlight it’s being a Mobile 2.0 product, with indirect comparison to Smart’s My Sandbox. Challenge: Highlight the collaborative and user-generation features of Pixlink to drive 2.0 positioning. Activation Idea: Digital photo installation at the Manila Contemporary Art Gallery with lunch at the Cibo Commissary. The launch is about celebrating the amateur web photo uploader who, in his own perspective, captures images of beauty – just as in art.
  19. 29. Refresh Bloggers Launch Objective: Launch Globe Tattoo as the new prepaid brand of Globe and excite the bloggers with first to be seen communication materials. Challenge: Clearly communicate the change that the brand will take while carefully establishing Globe Tattoo as a mobile prepaid brand and not just a broadband brand. Activation Idea: Surprise the bloggers by highlighting change – from the company’s usually conservative press venue, the usual mobile phone prizes to the format of the actual execution.
  20. 33. Modu Bloggers and Press Launch Objective: Launch Modu and highlight its interchangeable skins. Challenge: The proposition of Modu lies in its interchangeable skins. Launch should then highlight the skins rather than the basic features of the phone. Activation Idea: Positioning Modu as a Lifestyle phone, the launch was conceptualized as an event worthy of a lifestyle column / blog coverage. A private trunk show was held at Paul Smith for the bloggers and press after having dinner at posh Felix restaurant.
  21. 38. Activations] [Ian Velasco for Globe Tattoo
  22. 39. V W I N
  23. 40. Curicculum Vitae] [Ian Velasco
  24. 45. <ul><li>College Internships 2003 </li></ul><ul><li>J. Walter Thompson </li></ul><ul><ul><li>Best Revalida Case for Listerine </li></ul></ul><ul><ul><li>Best Presenter </li></ul></ul><ul><ul><li>Trained in Strat Planning, Account Management, Creatives </li></ul></ul><ul><li>Dentsu-Young & Rubicam – Alcantara </li></ul><ul><ul><li>Trained in Strat Planning, Account Management, Creatives </li></ul></ul>
  25. 47. V A life lived without regrets is the best life I can live. =)