‘It’s more fun in the Philippines’ among world’s smartest campaigns
By Unknown - Sunday, July 13, 2014
The country’s tourism slogan “It’s more fun in the Philippines” landed third among the 100 smartest marketing campaigns in the world.
Marketing intelligence service Warc released its annual Warc 100 list of the world’s top marketing campaigns based on performance in effectiveness and strategy competitions. During the search, Warc took note of the Philippine tourism marketing campaign's remarkable success despite minimal budget allocation.
"It’s more fun in the Philippines" campaign was launched in 2012 to attract visitors to the country. The campaign hopes to enjoin the whole country in creating positive buzz around this tagline.
“The Philippines used a low-budget strategy to tackle an image problem that prevented potential tourists from visiting the country,” a statement from Warc said.
Warc100 gave the country's tourism campaign a score of 61 points. Vodafone's Fakka (Egypt) and American Express' Small Business Saturday (USA) campaigns landed first and second with 101.6 points and 73.6 points, respectively.
“Using Filipinos themselves as the inspiration for the campaign, the slogan: ‘It’s more fun in the Philippines’ captured the attention of the whole nation – and the world,” it added.
The man behind the Philippine tourism campaign is David Guerrero, Chairman and Chief Creative Officer of BBDO Guerrero.
Other Philippine campaigns also made it to the list. These are: DDB Philippines’ “Pacquiao Positive” for Sting Energy Drink (40th), McCann Philippines’ “The OFW Project’ for Coca-Cola (58th) and TBWA/ Santiago Mangada Puno’s “KNOxOUT PROJECT” for Boysen (79th).
The top 10 campaigns on the Warc 100 list include:
1. Vodafone’s Fakka (Egypt)
2. American Express’ Small Business Saturday (United States)
3. Department of Tourism’s It’s More Fun in the Philippines (Philippines)
4. Procter & Gamble’s Thank You, Mom (United States)
5. Art Series Hotels’ Overstay Checkout (Australia)
6. Oreo’s Daily Twist (United States)
7. Thai Health Promotion Foundation’s Smoking Kid (Thailand)
8. ORBIS International’s Old Parts for New (Hong Kong)
9. Dove’s Real Beauty Sketches (Brazil)
10. NRMA Insurance’s Car Creation (Australia)
Warc.com is an online service offering advertising best practice, evidence and insights from the world's leading brands. To find this year's bests, Warc tracked more than 1700 winners in 75 different competitions and assigned points to each winner, based on the award it won (Grand Prix/Gold/Silver/Bronze, or equivalents). It then weighted the points, based on the rigor and prestige of the competition. Each competition has a weighting between 1 and 5 - Warc has assigned these weightings based on a number of factors, including a survey of senior planners around the world. The methodology was developed in consultation with Professor Douglas West, Professor of Marketing at King's College London.
REFERENCE: MANILA BULLETIN
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