The Best Work, Works Best
It Works For Us… Currently We Are:
4As Philippine Agency of The Year
Philippine Ad Congress Agency of The Year
Campaign Brief Asia Philippines Agency of The Year
UPMG Print Agency of The Year
The most highly awarded Digital Agency in the Country
Shortlisted as Regional Office of the Year two years in a row by MEDIA Magazine
Regional Creative Agency of The Year 2008
It Works For Our Clients…
More awards for effectiveness than any other Agency in the country over the past two years:
Asian Marketing Effectiveness Awards – FedEx
Asian Marketing Effectiveness Awards – Visa
Advertising & Marketing Effectiveness Awards Gold – Childhope
Advertising & Marketing Effectiveness Awards Bronze – Pizza Hut
Advertising & Marketing Effectiveness Awards Finalist – Bayan Corporate
Advertising & Marketing Effectiveness Awards Finalist – Bayan Wireless Landline
proximity
digital mobiledata
analytics
direct live promotion
Services
Partnerships Based On Shared Principles
A passion for creating big ideas, based on clear insights that achieve tangible business results
Our Clients push us for our best thinking, and expect us to do the same to them
A mutually held belief that creativity is the magic that can move markets
We look to maximize return, not minimize risk
It’s The Message, Not The Medium
The Idea Is The Framework, The Medium The Method of
Delivery
You Cannot March Your Message Across A Bridge of Money
& Hope It Will Connect
Compelling Commercial Content
Communication so compelling people actively choose to seek it out and get involved
Creating Compelling Content
DataBehaviorResearch
BrandEngagement
Channel
IdeasContent
Behaviour Changing Insights
Understanding people is the key to successful work BBDO invests in having deeper insights than anyone else
As such we conduct regular global and local research studies
TotalWork: Delivering Integrated Communications That…
Galvanize external consumers to bond more tightly to the brand
Motivate internal audiences, telling them why they come to work each day
Punch above their weight (deliver more for less)
Our Process For Developing TotalWork Ideas
The Work
Get: ‘Global Connectors’
Who: Live in an on demand world, with the expectation that everything should be available to them in the way they want it 24/7
To: Re-evaluate Bayan Telecommunications
By: Telling them that life can get better with Bayan
The Creative Brief
The TotalWork Idea
Definition of the idea based on the incite in the brief:
Bayan promises a better experience for people fed up with poor customer service
Brief description of the channel strategy:
We started by giving the brand a holistic makeover, changing the way the people saw the company from inside out,
transforming it from an old, time worn brand to a cutting edge company at the forefront of consumer focused innovation.
First we re-launched the brand and its new consumer service focused positioning to employees and stakeholders before
announcing the brand renovation to consumers through TV and print, plus area specific outdoor, visual merchandising and
a huge leafleting campaign
The ResultsBusiness Results:
In the first year of the re-launch, subscriptions rose by 20%
9 months following the brand re-launch, tracking indicated that the desired attributes are strongly linked and associated
with the re-launched Bayan
Anecdotal Results:6 months after the brand re-launch, the company opened up
a store selling exclusive ‘Bayan’ merchandise
The campaign gained the attention of the National Telecommunications Commission. The Commission
made Bayan’s service standards the new industry benchmark
Creative Awards: Asian Outdoor Advertising Awards, Asia Pacific Adfest and
Philippine Ad Congress and NY Advertising & Marketing Effectiveness Awards
Get: Young adults, 20-34 years old from ABC economic classes
Who: Rely on food delivery service whenever they’re pressed for time
To: Make Pizza Hut Delivery their top-of-mind delivery option
By: Pizza Hut lets you enjoy your pizza at the time you expect it to be there
The Creative Brief
The TotalWork Idea
Definition of the idea based on the incite in the brief:
Pizza Hut makes a stand against tolerance for lateness
Brief description of the channel strategy:We focused on channels that will bring us closer to the target
audience when they are in time relevant situations, making outdoor and drive-time radio lead mediums
We placed our message along intersections where you feel the long wait for the light to turn green… in bus terminals where you suffer the agony of waiting in line during rush hour… on parking fences in business districts where people are more
conscious of coming in late. TV served as a secondary medium and ran only
for the first quarter of the campaign
The Results
Business Results
Goal 1: Maintain the double-digit sales growth that Pizza Hut Delivery has been enjoying in the past
Despite the much tougher scenario it was facing, Pizza Hut
Delivery successfully matched the 16% growth rate it enjoyed in 2006. From 4% to 9%, transaction counts grew
more than double as the campaign ran
Business Results
Goal 2: Keep a significant gap in its imagery scores related to food delivery versus Greenwich and Shakey’s
Not only did the campaign bring home the idea’s main
message, it also impacted on the three other attributes deemed important to food delivery: hot food, ease of
ordering and crew that shows concern
Anecdotal Results
The expression “Hate Late?”
has started to become part of
the general vernacular too,
especially in places where
punctuality redounds to
productivity. This was taken
from a construction site
The campaign has won the following creative &
effectiveness awards:
Bronze, Outdoor Category, 2007 Cannes Lions
Bronze, Retail & Food Category, 2008 Advertising and
Marketing Effectiveness NY
Creative Results
The Creative Brief
Get: ‘Dynamic digitally savvy’ 15-24 year old teens
Who: Think that Pepsi is not an engaging brand
To: Express themselves through Pepsi
By: Giving them a chance to be a part of the Pepsi brand
(literally)
The TotalWork Idea
Definition of the idea based on the incite in the brief:
Be a Pepsi icon by getting your barkada on the can
The TotalWork IdeaBrief description of the channel strategy
Media here played more of an enabling role, with digital becoming a channel for the teens to give their say
On web & mobile, they could get other friends to vote for their photos, comment on and vote for other barkadas. A widget even let
them display their pictures on their desktops On social networking sites, profile pictures branded Pepsi ‘KadaCan
proliferated, driving more people to the site and the photo-booth. Since most of the teens are online and have at least one account in a social networking site, they would write about the photo-booth, send
out the links to their photos and encourage more people to go to the site to vote and view, thus increasing the site traffic of Pepsi.
Honestly, we hardly had to do any work No TV. No “viral video”.
Just the Pepsi ‘KadaCan photobooth touring the malls nationwide, the kids all abuzz and the drive-to-site ads on Facebook and a few other
local sites
The ResultsBusiness Results:
+19% growth from the 3rd quarter to the 4th, considering that is the only effort for the entire brand. Past-4-week
consumption prior the promo increased from 21 to 25% after the launch.
Intermediate Results:8,052 registrants, 675.72% higher than the previous Pepsi
integrated campaign540,869 online votes and 5,103 mobile votes
6.44M hits online, with 2.19M pageviews 39k+ unique visitors, more than 4,200 of those led in through
blogs & forums They stayed on the site for almost 6 minutes on average
Commenting: 1,730 comments on the site aloneAnd bringing the experience home: 1,224 widget downloads
The Results
Anecdotal Results: As seen on the comments on the ‘KadaCan site, the blogworld & social networking buzz, Pepsi is now on the youngsters’ lips
and minds, having given them a story to tell
Pepsi ‘KadaCan is now Pepsi Philippines’ benchmark for digital activation, with its results a huge leap from the previous
year’s activation
Over-all, Pepsi ‘KadaCan ran for 12 weeks, building relevance and driving affinity with the youth at every turn. The campaign
increased traffic to www.Pepsiworld.com.ph exponentially, making it a venue for the kids to express themselves
The Best Work, Works Best
