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Marketing Featured Southeast Asia

PH bank BPI launches new campaign to highlight mobile app’s perks

Manila, Philippines – Bank of the Philippine Islands (BPI) has launched a new campaign that aims to inform new and existing customers of the ‘promise’ of turning their dreams into reality. 

Developed in partnership with creative agency BBDO Guerrero, the new campaign showcases BPI’s commitment to customers, be they new or existing, in making their goals a reality with one simple step – opening an account online in as quick as five minutes.

Titled ‘Kween Tomatita’, the new ad highlights a customer’s five-minute to five-year plans, achieving all of her goals with the help of the bank’s mobile app.

Cathy Santamaria, BPI’s chief customer and marketing officer, believes that with their vast network and innovative products and services, they can support Filipino’s everyday needs and ambitions. 

“BPI is a partner to help achieve the goals of new and existing customers. We are very excited to be working with BBDO Guerrero on this campaign,” said Santamaria.

Meanwhile, David Guerrero, BBDO’s creative chairman, said, “Our idea is to communicate the ease of starting a long-term relationship with the country’s most trusted financial institution to everyday consumers. We hope that this project is the first of many for this newfound partnership.”

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Marketing Featured Southeast Asia

One script, three films: Pepsi PH goes all out in latest Christmas campaign

Manila, Philippines – If there is one thing that Filipinos also anticipate come the Yuletide season, it would be the roll-out of annual film festivals. These year-end film festivals usually create loud buzz as a fixture that celebrates the diversity of Filipino cinematography, and in the spirit of this along Christmas festivities, soft drink brand Pepsi in the Philippines has teamed up with creative agency BBDO Guerrero to release its newest campaign, ‘Pepsi Hit Sa Sarap Christmas Blockbusters’, an ode to the genres that define Philippine cinema. 

The campaign comprises three short digital films, which all use the same dialogue but each with a different theme, which all ends on how a pairing of Pepsi makes the Filipino ‘noche buena’ tastier. 

The first film ‘Familia Noche Buena’ (The Family Dinner) is a short creative take on a dramatic holiday get together. Meanwhile, ‘May Kumagat sa Dilim’ (Something Bites in the Dark) puts a supernatural Pinoy spin on the table, and lastly ‘Eats Sarap 2B With U Again’ (Eats Good 2B with U Again) takes on a slapstick comedy for a cheeky session with friends.

Speaking about the campaign execution, Mikey Rosales, marketing director at PepsiCo Philippines, said, “Pepsi wanted to create something different this year. While most of us are celebrating another Christmas at home, we also know that get-togethers might not always be cheerful – it can be dramatic at times – but together with Pepsi, there’s always some fun to be found in the sharing, the bonding, and of course, a tall glass of Pepsi.”

All of the films feature local Pepsi endorsers and influencers: YouTube content creator Pam Swing, Filipino basketball player Ricci Rivero and Internet sensation Mimiyuhh, alongside longtime endorsers and seasoned actors, Kathryn Bernardo and Daniel Padilla.

Meanwhile, David Guerrero, chairman at BBDO Guerrero, commented, “What’s great about this is that we brought the spirit of Filipino film festivals into the audience’s homes. A light-hearted reminder of what we used to enjoy outside, and put a spin on it to spread good vibes and cheer to families and friends celebrating the yuletide seasons in their homes.”

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Marketing Featured Southeast Asia

Say goodbye to false tupperware content assumptions, new Pepsi PH campaign shows

Manila, Philippines – Filipinos have long been known to repurpose things, including the commonly-practiced repurposing old ice cream tubs as tupperwares to store various items, including food items. This has led to hilarious instances where one would assume that the ice cream tub contains ice cream, but in fact contains other food items.

Such quirky part of the modern Filipino culture has led soft drink brand Pepsi in the Philippines to launch a new campaign called ‘tubAWARE’ which advocates against being shortchanged to whatever they want to consume or buy for themselves.

The campaign, created by creative agency BBDO Guerrero, stemmed from a scene in a prior Pepsi Philippine video commercial that showed various instances of being faced with shortchanges, such as small dresses, a low-class luxury bag, or a cold bowl of soup.

In the said video campaign, Pepsi shows that their product ‘Pepsi Go’ has extra 30mL on their bottle for added value for their customers.

Through the ‘tubAWARE’ campaign, online users can play around with customizing a digital ice-cream tub by uploading their food photos to the site, and add quirky lines to avoid the tub being assumed to have ice cream inside.

“It started out as a scene in the video. But it resonated so well we decided to give people the tools to create the customizable labels that would stop the feeling of being shortchanged” says David Guerrero, creative chairman at BBDO Guerrero.

Since its launch, tubAWARE’s announcement earned organic engagement roughly 30% higher than the average post, with more and more people sharing it on Facebook, Twitter, TikTok and other social media platforms.

Clicks to the website have been 9 times more effective at 1.8% clickthrough rate (CTR) compared to the usual 0.2%, while a visit lasted 300% longer than the average showing, like the product, just how much of a hit this idea is proving to be.

“Pepsi is not here to tell you off. Instead, we’re here to turn those frustrations into fun,” shares Gutzee Segura, CSD marketing manager at Pepsi Philippines. She added that Pepsi wants to make its connection to the younger audience stronger and having executions that are relevant to their truths can help make the brand more relatable to this emerging audience.

Pepsi Philippines has succeeded in the past in tapping with the younger audience with their product. Just recently, they launched an augmented reality (AR) campaign where they encouraged online users to use their limited Pepsi X BLACKPINK cans to be transformed digitally as lightsticks.

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Technology Featured Southeast Asia

Pepsi PH’s latest AR campaign transforms soft drink cans into BLACKPINK light sticks

Manila, Philippines – As part of its Asia-Pacific campaign, soft drinks brand Pepsi and creative agency in the Philippines BBDO Guerrero have teamed up in a latest campaign that transformed Pepsi’s soft drink cans into light sticks bearing the colors and figures of popular K-pop group BLACKPINK.

BLACKPINK was unveiled as the brand ambassador in the Asia Pacific region in January this year, following thereafter the launch of the limited-edition Pepsi cans that bore each of the group’s members images namely Jisoo, Jennie, Rosé, and Lisa.

The campaign, launched through augmented reality (AR), is activated through a custom Instagram Stories filter, where the cans transform into the Pepsi BLACKPINK Light Sticks—giving every fan a chance to finally own a light stick and cheer for their favorite girl group.

It also comes with its own K-pop music, so fans could wave their light sticks and dance like they’re in a BLACKPINK concert. Thousands of Pepsi cans lit up during its launch, lighting up the spirits of all BLACKPINK fans stuck at home.

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“When we announced BLACKPINK as Pepsi’s newest brand ambassador, we wanted fans to have the full fandom experience especially at a time where concerts aren’t the way they were before anymore. We’re very happy that BBDO Guerrero was able to deliver this,” said Mikey Rosales, marketing director at PepsiCo Philippines.

Said campaign has garnered 2.56 million engagements on Instagram, attesting to BLACKPINK’s massive popularity among its fanbase in the Philippines, one of the biggest and most passionate K-pop fandoms worldwide. 

The campaign’s launch also has a functional facet, resolving the issue of donning light sticks which are an essential part of any K-pop concert-going experience. Normally, a real commercial light stick costs at least US$40, a price most fans can’t afford. 

“We’ve seen more opportunities open up in the digital space as we went into lockdown. And this Instagram filter is something that our team developed to show how existing technology can be made into something that our clients’ fans can enjoy,” said David Guerrero, creative chairman at BBDO Guerrero.

This is not the first time Pepsi has utilized AR technology for its other campaigns, as its Malaysian arm recently partnered with Entropia EXR to to launch a concert in a Pepsi bottle, which featured Malaysian singer and actress, Siti Nordiana (Nana), together with the winners of its #PepsiBoldTalent TikTok challenge.

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Marketing Featured Southeast Asia

4As PH inducts local ad agency leaders as board of trustees

Manila, Philippines – The Association of Accredited Advertising Agencies (4As) in the Philippines has welcomed its new line of Board of Trustees from ad agencies in the country after its first-ever general membership meeting this year.

Its newly-inducted chairman is TBWA\Santiago Mangada Puno chairman and chief creative officer Melvin Mangada, followed by the newly-inducted president Grupo Agatep president and managing director Norman Agatep, while Seven AD chief executive officer and chief creative officer Teeny Gonzales is inducted as 4As’ vice-president.

Serving alongside them are DDB Philippines Group chief culture officer Anna Chua-Norbert as board secretary; Grey Manila chief executive officer John Lucas as treasurer; and Dentsu JaymeSyfu managing partner and chief client officer Alex Syfu as corporate comptroller

Other trustees include BBDO Guerrero creative chairman and outgoing 4As chairman David Guerrero, WOO account management and business development senior director Hans Gahol, and Propel Manila 360 president and chief executive officer JC Valenzuela.

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Shown in the photo are the newly inducted board members (from left to right): Grey Manila Chief Executive Officer John Lucas (Treasurer); Grupo Agatep President and Managing Director Norman Agatep (President); DDB Philippines Group Chief Culture Officer Anna Chua- Norbert (Board Secretary); TBWA\Santiago Mangada Puno Chairman and Chief Creative Officer Melvin Mangada (Chairman); WOO Account Management and Business Development Senior Director Hans Gahol (Trustee); Seven AD Chief Executive Officer and Chief Creative Officer Teeny Gonzales (Vice President); Propel Manila 360 President and Chief Executive Officer JC Valenzuela (Trustee); and Dentsu JaymeSyfu Managing Partner and Chief Client Officer Alex Syfu (Corporate Comptroller) during the said ceremony.

The induction ceremony was presided over by Tourism Secretary Bernadette Romulo-Puyat, who delivered in her keynote speech a note of congratulations to the new board of trustees and expressed confidence in their capabilities in harnessing creativity to inspire Filipinos.

“I look forward to how the members of the 4As will use their talents and skills to enlighten, intrigue, inform, and inspire the Filipino consumer, rebuilding peoples’ confidence and giving local businesses that much-needed boost,” Romulo-Puyat said.

Commenting on his new position, Mangada said, “There is still fear and uncertainty but less of it. We are assured that our industry is evolving through the very nature of its existence – creativity. Staying safe is about our health, not about our work. It is during these times that innovative ideas are championed. And because creativity is our business, let’s keep the creative instinct alive amidst adversity.”

The new board of trustees will face new key activities slated for this year, including the Agency of The Year Awards, where all efforts by ad agencies from 2019 to 2020 will be considered, after a year-long hiatus.

“To encourage more participation from independent agencies, we are opening up indie awards for Best Creative, Market Performance, Management of Business, and Industry Leadership & Community Service,” Agatep said in a press statement.

Furthermore, they also stated that the Agency’s ‘ARAL Sessions’ which are learning events mounted by the association will resume by April this year. 

“We will begin by addressing fundamental gaps and branch out to key topics that build on the creative margin theme,” Agatep concluded.

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Marketing Featured Southeast Asia

BBDO Guerrero to lead ‘new normal’ campaigns for PH tourism agency

Manila, Philippines – As the lead creative partner of Philippines’ tourism department, creative agency BBDO Guerrero has long been spearheading the department’s campaigns, but this time, an upcoming collaboration between the two takes on a different view – a campaign that will see promoting Philippines’ tourism amid the new normal.

On Thursday, the agency revealed that it has bagged Tourism Promotions Board’s (TPB) account, an agency under the country’s Department of Tourism (DOT), to develop two promotional campaigns. 

The first one is the ‘Domestic Tourism Welcome Back’ which aims to encourage local tourists to visit Philippine destinations in order to help rebuild the economy, while the second assignment, dubbed as ‘The New Normal for Travelling’, is a campaign targeted at informing people of the travel safety protocols as they visit and explore the country.

BBDO Guerrero is most notably known for being the creative brains behind DOT’s highly acclaimed ‘More Fun In The Philippines’ campaign, which was first launched in 2012. The two upcoming projects with TPB will be complementing the said campaign. 

“BBDO Guerrero has played a significant part in Philippine tourism promotions ever since the DOT developed ‘It’s More Fun in the Philippines’. We are delighted to have them as partners as we invite the local touring public to help the tourism industry bounce back from the challenges of the pandemic,” said TPB Chief Operating Officer Atty. Maria Anthonette Velasco-Allones

In April, DOT and BBDO Guerrero launched a campaign called ‘Wake Up in the Philippines’

The assignments will cover a broad range of materials including videos, virtual tours, outdoor placements, and a variety of digital assets. In April last year, the agency has already helped DOT’s communications adapt to the new normal by releasing a series of films called ‘Wake Up in the Philippines’, aimed at making the country a top destination for foreign tourists as travel restrictions ease. 

BBDO Guerrero Creative Chairman David Guerrero shared, “It is an honor for us to be involved in the reopening of the country to local tourism. And we are excited to share this with everyone as we help our local tourism workers rebuild their livelihoods.”