Twelve finalists in total competed for the Cyber Boomerang Award, Mobile Device Boomerang Award, and the Grand Boomerang Award. All entries were judged by prominent jurors such as Rob Martin Murphy, George Gozum, Tom Sipple, Dominic Chan, Stephane Chabanel, Jose Illenberger, Agapito Alcantara, Karen De Asis, Tommy Lopez, Donald Lim, Ed Mapa Jr., and Arthur Policarpio.
IMMAP Internet and Mobile Marketing Summit
Cyber Boomerang Award
The Cyber Boomerang Award is given to outstanding campaigns that have used the internet as their central marketing medium.
- Gold Award - "The Philippine Explore Experience Return" (PEER) Free Flight Promo
To fight bad press in the real world, a cyber-campaign was launched that not only to turn things around but opens the eyes of the world to the true beauty of the Philippines. This non-traditional program gave away 250 round-trip airline tickets from North America to the Philippines. It used negative images in ways that make them attractive and positive. The results were also non-traditional in terms of breaking set objectives and targets.
This program launched a revitalized "balikbayan" program targeting the 2nd-3rd generation Filipino-Americans whose impression of their homeland was negative and driven by "backward" images. The website (www.experiencephilippines.ph) had over 7 million hits and acquired 85,000 names with 69,900 individual new database information. Over 10,000 participated in the online survey which provided additional information on the Filipino-Americans' travel preferences and packages including insights on heritage and travel purchase habits. For the duration of the promotion (October to December 2006), the Filipino-American segment posted an increase in visitor arrival of 5% vs. same period of the previous year.
- Silver Award - Chowking "3G Web"
This campaign for the website of this brand not only made the Chowking brand stronger to the market, it was temptingly delicious that inquiries for store franchisers came streaming from all over the world. This website from 800 visitors in February 2007 grew to 6,863 by June 2007 coming from 59 countries. Spending for the website marketing budget has increased from 85,000 per month in June 2006 to P135,000 per month by February of 2007.
The campaign is now going through some incarnation of sorts with two more versions being built for Indonesia and the UAE to cater to the needs of local consumers.
- Bronze Award - Smart 3G
With a media plan tasked with driving traffic to a specified service's site, this campaign delivered 1.04 million visitors per day for 30 days (January to February). Cost per hit was below P0.09 - comparable with primetime TV levels. It also drove more than 50,000 people to the service section of the mother brand's website. During the audit of the performance campaign using Google Analytics, it was discovered that they were able to double visit the said section from the mother brand website, making it among the top most visited section of the entire portal. There were also more visits to subsections of the section such as rates, services, and coverage areas.
The Mobile Device Boomerang Award is given to outstanding campaigns that have used mobile devices as their central marketing medium.
- Gold Award - Gatorade "Get into the NBA Promo 2"
The objective of this campaign is to increase sales during peak summer months, build a database of consumers and strengthen brand preference among sports enthusiasts. The campaign utilized the text raffle execution.
To join the promotion, consumers bought the product, texted the unique promo code found on the bottle cap, and kept the bottle cap as proof of purchase. Each successful sending of a promo code earns for the consumer "promo points". Weekly SMS updates were sent to all promo participants informing them of the "score-to-beat", thus generating significant excitement among participants. The highest pointer at the end of the campaign automatically wins an all-expense paid trip to the United States to watch the NBA finals live from courtside seats.
The campaign was unique due to the "highest pointer" execution which encouraged significant consumption. It achieved set key objectives such as yielding of double-digit increase in sales, built a fully-profiled consumer database, and reduced implementation costs versus traditional raffle execution.
- Silver Award - Ponds "7 Days Campaign"
This team used mobile technology to address common sampling issues (high cost, logistics, control and inability to build a usable database, manpower) and as a medium for cost-efficient and targeted product sampling. It allowed efficient sampling tracking and automatic database building for the brand.
Once the consumer texts the call to action keyword, he or she will receive a confirmation message that they can avail of a free trial pack at any partner outlet upon registering their name, age, gender, and address.
The campaign generated more than 300,000 SMS hits in a short span of 1 month, averaging more than 10,000 hits daily. Market share also increased as a result. At the cost of P15.00 per consumer using traditional product sampling, the brand was able to save around 4 to 5 million in sampling cost through this innovative mobile sampling execution.
- Bronze Award - Rexona "First Day Funk"
This campaign created an entire movement for people who need all the confidence they can must on that one day of the year - students and the first day of school. This campaign generated tremendous buzz with students singing and dancing to the movements anthem - "First Day Funk" in campuses nationwide. This campaign resulted to a double-digit increase in sales for Rexona, plus an increase in market in the highly competitive deodorant category.
The Grand Boomerang Award is given to outstanding campaigns that have used both the internet and mobile devices as their central marketing medium.
- Gold Award - Philippine Daily Inquirer - INQuest: The Philippine Daily Inquirer Adventure
This entry using the most modern of mass media - the internet and mobile - was developed for one of the oldest forms of media - the newspaper. By the end of the campaign, there were over 25, 000 registrants as part of an active database, exceeding targets over 25%. The website got over 4.2 million hits, averaging 19,000 hits per day at 18 minutes per visit.
The novelty of the program - a multimedia game captured the interest and imagination of the youth as evidenced not just by their active participation, from SMS and web registrations to online chatrooms, but also by the size of the crowds who attended on-ground events.
Traditional and passive medium into an interactive, engaging, innovative and entertaining media brand to appeal to the youth market it wants to lure back. This campaign helped the brand evolve into an innovative and dynamic news brand. The market/culture by making the brand more contemporary, fun exciting and flexible, adapting with the times. It also gave valuable learnings and insights on the market. This entry was also shortlisted as one of the best in the world in a global search of the most creative business ideas and showcased just how well Filipino marketers and advertisers have embraced new media to achieve business objectives.
- Silver Award - Dove Campaign for Real Beauty Interactive Billboard
Extra large or extra sexy? Aging or ageless? Beauty they say is in the eye of the beholder. Especially if what you are beholding is a giant billboard asking you pointed questions that gave millions real case to pause and reflect about how true beauty is viewed and considered. This campaign 'flew' totally - made people reconsider this 'beauty' old adage as well as bringing a refreshing change to the way marketers used 'traditional' media as billboards.
By launching the first interactive billboards in the Philippines, this brand made everyone talk about beauty as a topic that was more than skin deep.