Integrated Use of Media

Bronze
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY

Destination marketing in Australia could colloquially be described as ‘Tourism porn’.
 
‘Tourism porn’ is a rose-tinted visualisation of a destination:  60 seconds of beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. 
 
However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity.
 
But with success came imitators. And a style that was once unique became more and more clichéd and generic.
 
Not only was the category’s use of channels becoming similar, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control.
 
The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves.  No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
 
CAMPAIGN
#TeenWeekPH 2013
AGENCY
Unilever Philippines
CLIENT
Cream Silk, Pond's and Rexona
BRAND
Cream Silk, Pond's and Rexona
DETAILS
CAMPAIGN SUMMARY
In the Philippines, there are 6.6 million teens—the 11th highest in the world. Society has invested heavily on education, but has appropriated less investment on their self-esteem. Because of this, teens continue to face personal issues that affect them for a lifetime.
 
Unilever recognizes the teen years as a crucial time in personal development. And, as the No. 1 Personal Care company in the country, Unilever draws strengths from top brands Creamsilk, Rexona and Pond’s to bring to Filipino teens a youth development program aimed at powering up 1 million teens to be future-ready#TeenWeekPH.
 
 #TeenWeekPH is a one week activation supported by a multimedia campaign across 100 schools in the Philippines which seeks to provide teens with the positive reinforcement and faculties that will allow them to be the best teens they can possibly be.
 
#TeenWeekPH successfully achieved its objectives by educating 1 million teens on-ground and 4 million teens online – 70% of Filipino teens. And, based on research, the program truly improved personal care & hygiene habits, converting up to 58% of non-users to users of facial wash, deodorant and conditioner, and increasing usage frequency of current users by up to 5x.

OTHER CREDIT AGENCIES
Activations Advertising, Philippines
1DMG Digital, Philippines
Visions & Expressions, Philippines
One Atomic, Philippines

CREDITS OF PEOPLE
Katrina May Paras, Assistant Brand Manager, Unilever
Michelle Quintana, Owner, Activations Advertising
Kim Chua, Account Manager, Activations Advertising
Jill Aquino, Owner, 1DMG
Krizel Maningas, Account Manager 1DMG
Danica Valdez, Account Manager, Visions & Expressions
Reena Collantes, Account Manager, Visions & Expressions
David Buenaventura, Account Manager, One Atomic
Sherwin Mendoza, Account Manager, One Atomic
Cesca Silvestre, Senior Brand Manager, Unilever
Anne Remulla, Senior Brand Manager, Unilever
Mar Corazo, Senior Brand Manager, Unilever
Carlos Corrales, Senior Assistant Brand Manager, Unilever
Apples Aberin, PR Head, Unilever
Cheskie Ayson, Brand Assistant, Unilever
Partners
Media Supporters
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