Friday, August 17, 2007 Toral: Boomerang awards By Janette Toral Digital Filipino
LET me congratulate the winners of the Bommerang Awards organized by the Internet and Mobile Marketing Association of the Philippines (Immap) in time for the First Internet and Mobile Marketing Summit held last week.
The award was the first in the country to showcase and give recognition to outstanding marketing campaigns that have utilized the Internet and mobile devices as tools to meet business objectives in the most creative and innovative manner.
A total of 12 finalists competed and their entries were judged by local and international jurors.
The Cyber Boomerang Award was given to outstanding campaigns that used the Internet as their central marketing medium.
The Philippine Explore Experience Return (Peer) Free Flight Promo bagged the gold award as this campaign 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. This revitalized “balikbayan” program targeted second to third generation Filipino-Americans.
Campaign results include: the website, ExperiencePhilippines.ph; seven million hits; 85,000 names; 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 that include 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 five percent against the same period in the previous year.
The silver award went to Chowking and bronze award to Smart 3G.
The Mobile Device Boomerang Award, on the other hand, was given to outstanding campaigns that used mobile devices as their central marketing medium.
Gatorade’s “Get into the NBA Promo 2” got the gold award. Ponds’ “7 Days Campaign” got the silver award while Rexona’s “First Day Funk” got the bronze.
Meanwhile, the Grand Boomerang Award is given to outstanding campaigns that used both the Internet and mobile devices as their central marketing medium. The Philippine Daily Inquirer-INQuest: The Philippine Daily Inquirer Adventure won this category. The silver award went to Dove’s Campaign for Real Beauty Interactive Billboard.
I hope that the Boomerang Awards will inspire more companies to pursue Internet and mobile marketing campaigns. I also hope they will be proud to share results so that others can gain inspiration from their strategies.
Due to limited space, I’m unable to share the full details of each winner. Those interested, though, can visit ttp://philippineinternetreview.blogspot.com.
On another note, I just started the Filipina Writing Project last week. This is a 15-week blog writing activity about the Filipina. I hope you can join at http://w3o.blogspot.com.
