'More Fun in Phl' bags int'l marketing campaign award

By Donnabelle L. Gatdula, The Philippine Star

Posted at Jul 12 2014 09:58 AM | Updated as of Jul 12 2014 05:58 PM

MANILA, Philippines - The Department of Tourism (DOT)’s “It’s More Fun in the Philippines” promo landed third among the world’s best marketing campaigns, according to the Warc 100, a global annual ranking of marketing campaigns based on performance, effectiveness and strategy.

In giving its ranking, Warc 100 specifically took note of It’s More Fun in the Philippines marketing campaign’s tremendous success despite minimal budget allocation.

“How a low-budget strategy tackled an image problem that prevented potential tourists from visiting the Philippines,” Warc 100 said.

The It’s More Fun campaign was launched in 2012 by the DOT with BBDO Guerrero, one of the country’s most awarded advertising firms.

Warc 100’s ranking is mainly focused on marketing that makes a difference, driving business performance or changing consumer behavior.

It also considers if the marketing campaign was able to become a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers.

Also, it takes into account if the marketing campaign was able to showcase the world’s smartest strategies, and the people and organizations behind them.

The rankings are compiled based on the winners of 75 effectiveness and strategy awards from around the world.

Warc.com is an online service offering advertising best practice, evidence and insights from the world’s leading brands. Warc helps clients grow their businesses by using proven approaches to maximize advertising effectiveness.

Warc’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.

Warc also publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of Market Research.

In addition to its own content, Warc features advertising case studies and best practices from more than 50 respected industry sources, including The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A’s, The IPA and DMA.

Warc hosts three annual case study competitions: Warc Prize for Innovation, Warc Prize for Social Strategy and Warc Prize for Asian Strategy.

Founded in 1985, Warc is privately owned and has offices in the UK, US and Singapore.

Aside from the It’s More Fun in the Philippines campaign, at the top of this year’s Warc 100 rankings is an Egyptian campaign for Vodafone.

The number two spot was taken by “Small Business Saturday,” a US campaign for American Express by Digitas and Crispin Porter & Bogusky.

Fourth is “Thank You, Mom,” a US campaign for Procter & Gamble by Wieden + Kennedy, while fifth place went to “Overstay Checkout” for Art Series Hotels in Australia by Naked Communications.

The Warc 100 is designed to be a benchmark for commercial creativity.

It assigned points based on the awards won (for example, gold, silver or bronze), then weighed those points based on the competition’s rigor and prestige in the global industry.

Warc has developed a proprietary methodology to weigh competitions in consultation with Douglas West, professor of Marketing at King’s College London.

The Warc 100 has been developed to reflect the growing importance of strategic thinking and measurement rigor in marketing. It will showcase the best work from around the world, and will help raise awareness of the leading cases.

“The growing number of effectiveness and strategy awards around the world shows how important it is to prove marketing can make a difference,” Warc CEO Louise Ainsworth said in a statement.