2013 IMMAP Boomerang Awards. - IMMAP : Internet and Mobile Marketing Association of the Philippines - Judges perspective on 2013 Boomerang entries and winners

1. September-October 2013adobomagazine
DIGITAL BOOMERANG AWARDS 201338
Elly Puyat, OgilvyOne managing director,
added: “Nestlé has been our partner in
building the Nestlé Club for a little over
15 years now. Our focus in building the
community of loyal Nestlé users has always
been consumer engagement with business
results. Following the mothers in the digital
space with the same mindset is natural for us.
We are believers that insightful and consistent
consumer engagement leads to loyalty which
leads to business impact.”
OgilvyOne’s ‘Gerber Farm’ work for
Nestlé’s Gerber Foods brand delivered a
Silver in Campaigns by Industry. Its second
Silver was awarded for Unilever’s Clear Men’s
‘Dream Match’ for Campaign Effectiveness,
which also provided one of three Bronze
awards to the agency. Minute Maid Pulpy’s
‘Improv Your Day’ for Campaigns by Industry
and KFC’s ‘Cheese Top Burger’ for Campaign
Effectiveness won the remaining Bronze
awards.
MANILA Nestlé Philippines was far and away
the biggest victor at the Boomerang Awards,
with its roster of agencies winning metal
across a range of brands and taking the show’s
only Special Award.
Twelve of the night’s 44 Boomerangs went
to the food and beverage giant, its biggest haul
ever in a single award show.
Nestlé shop, OgilvyOne Manila, shared
the lion’s share of the night’s five Golds with
Di9it-DM9JaymeSyfu. The pair won two
Boomerangs each.
Both of OgilvyOne’s Golds were won for
Nestlé’s community-building Nestlé Club in
the F&B/Program by Industry and Program
Effectivity/Sales categories. Nestlé Club also
went on to become the only work honored
with a Special Award, a category reserved for
Gold Boomerang winners. It won the Best in
Business Results prize.
Di9iT-DM9’s Golds and lone Silver also
came from a single, multi-awarded campaign
– ‘Bury the Past’, a project by advocacy group
Gabriela to help women bury the memory of
sex scandal videos by burying them in search
engine results. Its Gold came from Non-
Profit Campaign and for Engagement in the
Campaign Effectivity.
The night’s final Gold went to Mobext in
Campaign Effectivity for McDonald’s ‘Ang
Pao’ mobile vouchers. Havas Media’s mobile
operation also won Silver for the vouchers,
which were launched for Chinese New Year.
“The 12 Boomerangs we took home
this year is a great result, but what’s been
especially exciting is the fact that we won
across brands and agencies. This is a credit to
both our Nestlé digi-champs and our agencies,
who share the same passion and inspiration
for our corporate mission,” said Sandra Puno,
Nestlé Philippines’ communications director.
“The awards serve as testament also to the
way that we’ve brought digital into the heart of
our communications planning process.”
Nestlé’s other roster shops MRM
Manila took four Silvers, while Publicis
Manila and NuWorks Interactive Labs won
a Bronze each for the Nestlé Drumstick
Duo and Nestlé Crunch’s ‘Fun Philosophy’
respectively. MRM’s Silvers for Campaign
Engagement were awarded for Nescafe’s
‘EDGAR’, a Japanese sentai-inspired viral
spot, while a viral video starring a photogenic
Jack Russell AKA ‘Toffee, the ‘Ultimate
Human Whisperer’, created for Alpo won
for Campaign Effectiveness. Its two other
Silvers were awarded for Kitkat’s ‘The Break
Movement’ and Royal’s ‘Kulitkada’.
Bounty of
Boomerangs
Nestlé’s shops scoop
lion’s share of awards
01 IMMAP President Miguel Ramos,
Boomerang founder Eduardo
Mapa, Jr. amd 2013 Boomerang
co@chair Isa Garcia@Sicam
02 Lourd de Veyra gives the
closing remarks for the 2013
Boomerang Awards
is47 sept-oct 2013.indb 38 9/27/13 7:44 AM

2. September-October 2013 adobomagazine
DIGITALBOOMERANG AWARDS 2013 39
F&B brands
having fun in digital
Entries were globally
competitive
PIA ROXAS OCAMPO
Wunderman
Executive creative director
“It was inspiring seeing the
variety and quality of work this
year. There wasn’t a trying-too-
‘viral’ video in sight.
It seems like the guys
working on F&B are having the
most fun. This was one of the
largest categories but also the
most enjoyable to go through.
It seemed the categories with
the most work also happened to
be the most competitive in terms
of creativity.
Just because these
industries aren’t as ‘crowded’,
in Real Estate; Retail; Travel,
Leisure and Entertainment and
Publishing and Media.
As the executions improve
in terms of creativity and
production, the aspect I feel we
need to most work on now is the
measurement of results.
This year’s biggest winner
– Nestlé Club – deserved their
win because they invested in
business.
More work would have gotten
through if they had put in the
monitoring to get the numbers
that showed the work had
business impact.”
ALBET BUDDAHIM
Performics Philippines
Managing Director
“The entries were competitive;
well-integrated campaigns with
digital playing a key role in
strategic audience engagement
and amplifying the message
into PC and mobile phones. The
business results of the case
studies were amazing and I
hope it can be shared with the
Philippines industry.
I have seen Campaign case
studies from Cannes and from
the region when I was Procter &
Gamble’s Asia digital business
platform leader, and this is
why I am able to say that the
Philippine digital campaigns are
globally competitive.
In the use of the media
channels – it will be interesting
on what was the percentage
allocation of media budget in the
campaign and to establish the
ROI per media channel, versus
not knowing what media worked
hard/best for the campaign.
All of the metal winners are
excellent examples of leveraging
digital to drive business results.
What separated the Golds from
the rest: Is it inspiring? Is it
innovative? Is digital at the core
of the campaign?”
Jurors’ take
01
02
Entries were globally
IllustrationCamilleNoceda
is47 sept-oct 2013.indb 39 9/27/13 7:45 AM

3. September-October 2013adobomagazine
DIGITAL BOOMERANG AWARDS 201340
Boomerang
Winners
G O L D S H O W C A S E
Title ‘Bury the Past’
Agency Di9it-DM9JaymeSyfu
Advertiser Gabriela
Title ‘Nestlé Club’
Agency OgilvyOne Worldwide Manila
Advertiser Nestlé Philippines
is47 sept-oct 2013.indb 40 9/27/13 7:45 AM

4. September-October 2013 adobomagazine
DIGITALBOOMERANG AWARDS 2013 41
Title ‘Manila Scandal’
Agency Di9it-DM9JaymeSyfu
Advertiser Gabriela EVAW campaign
Title ‘McDonald’s Ang Pao Coupons’
Agency Mobext
Advertiser McDonald’s Philippines
is47 sept-oct 2013.indb 41 9/27/13 7:45 AM

5. September-October 2013adobomagazine
DIGITAL BOOMERANG AWARDS 201342
01 TV5 ‘s Shiela Paul, Globe Telecom’s D` Artagnan Aguilar, Havas Media Ortega’s Carlos Palma, IMMAP Summit 2013 co@chair Michael Palacios 02 Delegates packed the Rockwell Powerplant
Mall Cinemas for the two days IMMAP 2013 03 IMMAP founding president and ABS@CBN chief digital officer Dr. Donald Lim 04 Immap Summit 2013 co@chair Menchie Viduya@Dizon & Michael
Palacios 05 Globe Telecom’s head of mobile advertising Bela Gupta D` Souza 06 Spiralytics managing director Jimmy Cassells 07 The Media Merchants’ founder Brodie Gunning 08 Millward
Brown regional director Rob Valsler 09 iProspect APAC CEO Ruth Stubbs 10 DM9JaymeSyfu chairman and CCO Merlee Jayme 11 Media Corp head of digital enterprise Nick David Fawbert
12 ABS@CBN chairman Eugenio Gabby Lopez III
Snapshots
IMMAP SUMMIT
01 02
05
08
12111009
0706
0403
is47 sept-oct 2013.indb 42 9/27/13 7:45 AM

6. September-October 2013 adobomagazine
DIGITALBOOMERANG AWARDS 2013 43
01 NuWorks Interactive Labs Inc accepts their Boomerang in Fun Philosophy, Food and Beverage for their work on Nestlé Crunch 02 Miguel Ramos speaks at the Boomerang Award ceremony
03 Robin Leonard of All Famous with adobo EIC Angel Guerrero 04 Performics Philippines’ Albet Buddahim with BPI Head of Digital Virginia Brocka 05 IMMAP founders Nix Nolledo of Xurpass
and Leah Besa@Jimenez of Smart 06 Havoc Digital’s Mike Palacios and IMMAP VP accepts his Silver Boomerang 07 Publicis Manila with a Silver Boomerang for Nestlé Drumstick Duo 08 Former
adobo staffer Mika Amador receives a Bronze Boomerang for Sun Life Financial Philippines’ Banking and Financial Products win 09 IMMAP President Miguel Ramos and founding member Ed
Mapa with adobo’s Janelle Squires and Sharon Desker Shaw 10 DM9/Di9it wins gold for Gabriela’s Bury the Past 11 Big winner of the night with the lone Excellence Award for Best in Business
@ OgilvyOne@ Nestlé Club. Elly Puyat of OgilivyOne (far left), with Sandra Puno, Nicole Bulatao and Au Alipao of Nestlé (2nd, 3rd and 4th from left)
Snapshots
AWARD S N IG H T
01 02
08
111009
0706
050403
is47 sept-oct 2013.indb 43 9/27/13 7:45 AM