bbdo guerrero | proximity philippines credentials 2010

Monday, June 28, 2010

Overview Processes The Work Partnership Added Value


The Best Work, W

orks Best


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)


More Awards For Effectiveness

Than Any Other Agency In The Country For

The Past 3 Years


Num

ber o

f awar

ds (e

xcluding

cra

ft) a

cros

s 16

clie

nts

GOL D SILVER BRONZEBEST OF MEDIUM

1

6

9

19

www.bbdoguerrero.com


BBDO PROXIMITY


Advertising Direct & CRM Core Digital E-CRM Social Media Mobile


BRANDWORK INCITEWORK WORKOUT WORKPLAN MEASUREWORK


Define a brand to drive purpose, action and

compelling communication

Brand fundamentals expressed in a dynamic,

action oriented way

BRANDWORK


Brand Essence

Target Audience

Benefits

Personality

BRANDWORK

Noble Purpose

Inciters

Advantage

Behavior Code


Logical sequence breaking down business objectives

into single human actions required

Directs insights into an effective, creative brief

focusing on desired behavior

INCITEWORK


INCITEWORK

What are the business goals?

Where will the business come from?

Who will provide the

growth?

What do they do now?

What do we want them to

do tomorrow?

What experience will change

their behavior?

What are the pivotal

moments to change

behavior?


2-3 day intensive creative development

Cross disciplinary creative teams,

client involvement throughout

Major campaign idea executions across key media

95% success rate

WORKOUT


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

WORKPLAN


Three core tools available to help measure and optimize

campaign performance

MEASUREWORK

The Worth, The Worth, The Worth


Social Media monitoring

and impact tool

Helps gain consumer

insight to inform marketing

and advertising strategy

Everywhere in the world, in

any language, in real-time

Listen – Learn - React


Aggregates multiple

sources of campaign data

into a dashboard

Real-time snapshot of

impact of activity

Customized to business

and marketing objectives


Identifies most compelling

advertising claims; puts

monetized value on KPIs

Constant net spend,

optimizing contribution of

messages can give our

Clients 5-12% boost

in sales

The Worth, The Worth, The Worth

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

x% intention to stay in the next 6 months, therefore

providing $x total revenue gain

JoAnn Sciarrino

EVP Director

Michael Wolfe

Snr. Research Director

Analytics & Modeling

Dr. Stephen Stuk

Scientific Advisor

Analytics & Modeling


Bayan DSLWHY - 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


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


TVC OUTDOOR PRINT

FLYERSVIRALS

WEBSITE

SOCIAL NETWORKING SITES

RADIO


Bayan DSL

Customer inquiries up 700%

Subscriber base up 45%

PHP144 Million in free media impressions

Less than 10% of competitors media budget


Bayan DSL

Gold Asian Marketing Effectiveness Awards

Gold Asian Digital Media Awards

Silver NY AME Awards

Best of Show Philippine Ad Congress


Pizza Hut DeliveryWHY - 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


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


Pizza Hut Delivery

Transactions increased more than double during campaign

Significant improvements on key brand health metrics


Pizza Hut Delivery

Bronze NY Advertising Marketing Effectiveness Awards

Silver Asian Spikes Awards

Bronze Cannes Lions


Modess AngelsWHY - 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


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


Modess AngelsInitial 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


Modess Angels

Winner of the only 2010 J&J James Burke Award For

Best Campaign in Asia Pacific


Pepsi Sarap MagbagoWHY - 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


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

Pepsi Sarap Magbago


14% Growth in Spontaneous Awareness

Increase in Trial scores from 89% to 98%

Volume Growth 0f 6%

Pepsi Sarap Magbago


End to end, full-service digital

media services

Digital communications

planning , digital media

planning & buying, SEO /

SEM, site analytics


Design based ideas division,

specializing in fast

turnaround, BTL / Retail

Projects

BTL promotional material,

POSM, DM & collaterals,

tactical & retail

communications


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


Annual global research

studies exploring key trends

Results & analysis available

exclusively to Clients

Wireless Works

The Ritual Builders

Trading UpTrading Down


Global knowledge & planning

service exclusively for BBDO /

Proximity agencies & Clients

Specializes in Finance, Retail

& Telecoms

Research, trend analysis,

strategic planning


A focal point for up-skilling

staff & Client, driving

innovation & thought

leadership


Digital Natives facilitated

modular training program

available to Clients through

Digital Lab

•Digital Strategy

•Social Media

•Search Analytics

•Mobile Advertising

•Gaming

•Online Advertising

•Digital CRM

•Online / Offline

Integration

•Digital Trends

•Mobile Marketing

•Virtual Worlds

•Micro-blogging


bbdo guerrero | proximity philippines credentials 2010

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