The Shortlist
CAMPAIGN
Benadryl Allergic Alice
AGENCY
J Walter Thompson Philippines
CLIENT
Johnson and Johnson
BRAND
Benadryl
DETAILS
Allergy medicine Benadryl One faced a unique challenge in the Philippines: 80% of those with real allergies don’t know they have it. (Source: Advertiser data)
 
To educate those unaware allergy sufferers, Benadryl One used a common figurative expression people use to describe the things they hate by creating hashtag #AllergicAkoSa (Translation: #ImAllergicTo), which they can use to talk about their pet peeves.
 
Benadryl One also created an online persona named Allergic Alice, someone who has a lot of pet peeves with her own Twitter account. We then launched an unbranded #AllergicAkoSa music video with her singing about things that annoy her. 
 
A second music video by @AllergicAlice pivoted to the real-life causes of allergies such as pollen, dander and dust.  Allergic Alice continued to educate and engage people on Twitter and Youtube.
 
The campaign spread like pollen in the wind.
 
#AllergicAkoSa trended #1 in the Philippines and #4 worldwide during launch day and was featured by Twitter as the first business success story from the Philippines. 
 
The #AllergicAkoSa campaign video was the No. 4 top viewed ad in the Philippines for 2014, according to Google. The online videos garnered more than 2.7 million views.
 
Finally, sales of Benadryl One jumped 12% from the previous year. (Source: Advertiser Data)
 
CAMPAIGN
Closeup Forever Summer
AGENCY
1 Digital Media Group
CLIENT
Unilever Philippines, Inc.
BRAND
Closeup
DETAILS
Closeup wants to be the preferred toothpaste brand of the young, Filipino adults. But with a target market that is indifferent to the brand of toothpaste they use, Closeup has taken up the challenge to differentiate themselves from other toothpaste brands and reintroduce themselves as more than just a toothpaste brand but one that enables them to get closer with longer lasting fresh breath.
 
Throughout the years, Closeup has mounted iconic consumer experiences which they have been well known: Closeup Loveapalooza and Closeup Summer Solstice. In 2014, Closeup wanted to further drive preference among young adults and make more distinct their mission: be a 'catalyst for closeness.'  They saw an opportunity in the Filipino young adults' growing interest in music festivals and electronic dance music and used these to directly engage their fans—thus came about Closeup Forever Summer.
 
 Closeup Forever Summer is a music festival but with an added twist: it is completely crowd-sourced. Everything, from the choice of music, artists, down to the activities during the event, were all left to the choices of their target market.  Crowd-sourcing was primarily done on social media and amplified through a specially-designed PR Network of student and celebrity ambassadors and bloggers that reach deeper into grassroots level of the target market. They initiated conversations online, enabling the young adults to voice out their choices which in turn created Closeup Forever Summer.
CAMPAIGN
Love In 8 Seconds
AGENCY
PHD Media
CLIENT
Unilever
BRAND
Cornetto
DETAILS
Over the past 4 years, Cornetto has more than doubled its business to become market leader. Much of the brand’s success stems online digital content franchise “Dive Into Love” started in 2011 and continuing every year. In 2011 the campaign started as online only and micro movie drama series only. By 2013 Mobile video as reach multiplier was added. And by 2014, with the explosion in Mobile usage for social sharing, self expression and communication, Cornetto went beyond simply inspiring it's audience to enabling them to express love. 
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