purong pinoy campaign entry-inma 2017
CAFE PURO “PURONG PINOY” CAMPAIGN BEST MARKETING SOLUTION FOR AN ADVERTISING CLIENT ENTRY INMA GLOBAL MEDIA AWARDS
BEYOND BRANDING: NATIONAL PRIDE Coming from a nation of pound for pound champions, the Filipinos have evidently shown massive support for boxing as a sport. The Philippines takes pride in producing some of the most renowned boxing superstars that continuously steal the international limelight inside the ring - the most popular of whom is Manny “PacMan” Pacquiao. Last 2016, Cafe Puro together with the INQUIRER took part in initiating a campaign that will rally support for PacMan as he faces Timothy Bradley in a much anticipated professional boxing match. The INQUIRER Special Report offered a 360-degree approach in associating Cafe Puro’s “Purong Pinoy” (Purely Filipino) brand promise by highlighting “Pusong Kampeon” (Heart of a Champion) in delivering end-to-end coverage of the event. Through a reach-efficient approach, the INQUIRER was able to tap both traditional and non-traditional promotional platforms. Moreover, the coverage garnered high public engagement using digital and mobile platforms that enabled the audience to participate in the campaign at their convenience. As a result, Cafe Puro was able to induce product trial and generate a more substantial mindshare vs other event sponsors. On the INQUIRER’s side, it generated almost 6 Million pesos worth of sales by tapping the power of its more than 6 Million audience reach. Pusong Kampeon, Purong Pinoy.
CAMPAIGN OBJECTIVES
MKTG
Foster brand awareness by maximizing sponsorship involving multiplatform promotional channels, including product trials
COMM
Associate Café Puro’s Brand Equity with Manny Pacquiao’s, a Filipino Sports Icon known for his World-Class skills and exciting fighting style—a world-beater in every sense of the word
CREATIVE
Tap potential and existing audiences by engaging them in platforms that enable them to show their support for their Boxing Hero
CAMPAIGN OVERVIEW Big Event: Pacquiao vs Bradley Match (2016) Promotional Platforms: INQUIRER Channels: Print, Radio TV, OOH, Digitall, Mobile and Social, BTLs and other paid channels Commenced: 4th Week of March, 2016 Client: Cafe Puro Commonwealth Foods, Inc.
Pusong Kampeon. Purong Pinoy is on its second year as Café Puro and INQUIRER group partners on yet another challenge to gather as much photos and messages in support for the Philippine Boxing Champ, Manny Pacquiao.
CAMPAIGN PARADIGM PURONG PINOY CAMPAIGN AWARENESS Print Online Mobile and Social Out-Of-Home
REACH
BRANDED CONTENT
ENGAGEMENT
Advertorials Photo Captions Special Coverage Mobile and Digital Stories Social
Online Photo Collage Raffle Promo On-Ground Activations
MINDSHARE
TRIAL & TESTING
VALUE MAXIMIZATION
REDEFINING SPONSORED COVERAGE INQUIRER COVERAGE Print Online Digital Out-of-Home Mobile Social Branded Content Radio TV
Reach-Efficient Approach
USUAL SPONSORED COVERAGE
Branded Merchandise TV Spots Outfit Branding
One-time Shotgun Approach
SPREADING THE WORD
PHILIPPINE DAILY INQUIRER March 2016 - April 2016
Almost 600K Readers Nationwide
INQUIRER Libre March 2016 - April 2016
Almost 100K Readers Nationwide
SPREADING THE WORD
INQUIRER.net Website March 2016 - April 2016 Ads lead to Purong Pinoy Website
9M Unique Visitors 3.5M Followers
INQUIRER.net Mobile Version
SPREADING THE WORD
INQUIRER on Line, Viber and Kakao March 2016 April 2016 Ads lead to Purong Pinoy Website Approximately 800K Subscribers
SPREADING THE WORD
Out-of-Home Promotions March 2016 April 2016
BRANDED CONTENT
PHILIPPINE DAILY INQUIRER March 2016 - April 2016
Almost 600K Readers Nationwide
BRANDED CONTENT
INQUIRER Bandera and Libre March 2016 - April 2016
Almost 170K Readers Nationwide
ENGAGEMENT ON GROUND
On-ground activation in selected terminals in Metro Manila
POST EVENT FEATURE
Libre / Bandera Centerspread
Almost 170K Readers Nationwide
BANDWAGON OF DIGITAL SUPPORT
www.purongpinoy.com
BANDWAGON OF DIGITAL SUPPORT
2,878 Individual Pictures Posted on the Photo Wall
Web Photo Wall The promo is open to all Filipino Citizens of all ages residing in the Philippines. They are encourage to upload their photos showing support for Manny Pacquiao’s last fight at www.purongpinoy.com with their name, address, email address and contact details. Uploaded photos will be part of the electronic raffle.
BUSINESS IMPACT
+6M
+6M +2M
+3K
Business Generated within a month (in PhP) INQUIRER
Acquired Campaign Reach across all INQUIRER Platforms
Savings of Cafe Puro in Media Values
On-Ground Activation Engagements
BEYOND BRANDING: NATIONAL PRIDE Coming from a nation of pound for pound champions, the Filipinos have evidently shown massive support for boxing as a sport. The Philippines takes pride in producing some of the most renowned boxing superstars that continuously steal the international limelight inside the ring - the most popular of whom is Manny “PacMan” Pacquiao. Last 2016, Cafe Puro together with the INQUIRER took part in initiating a campaign that will rally support for PacMan as he faces Timothy Bradley in a much anticipated professional boxing match. The INQUIRER Special Report offered a 360-degree approach in associating Cafe Puro’s “Purong Pinoy” (Purely Filipino) brand promise by highlighting “Pusong Kampeon” (Heart of a Champion) in delivering end-to-end coverage of the event. Through a reach-efficient approach, the INQUIRER was able to tap both traditional and non-traditional promotional platforms. Moreover, the coverage garnered high public engagement using digital and mobile platforms that enabled the audience to participate in the campaign at their convenience. As a result, Cafe Puro was able to induce product trial and generate a more substantial mindshare vs other event sponsors. On the INQUIRER’s side, it generated almost 6 Million pesos worth of sales by tapping the power of its more than 6 Million audience reach. Pusong Kampeon, Purong Pinoy.
CAMPAIGN OBJECTIVES
MKTG
Foster brand awareness by maximizing sponsorship involving multiplatform promotional channels, including product trials
COMM
Associate Café Puro’s Brand Equity with Manny Pacquiao’s, a Filipino Sports Icon known for his World-Class skills and exciting fighting style—a world-beater in every sense of the word
CREATIVE
Tap potential and existing audiences by engaging them in platforms that enable them to show their support for their Boxing Hero
CAMPAIGN OVERVIEW Big Event: Pacquiao vs Bradley Match (2016) Promotional Platforms: INQUIRER Channels: Print, Radio TV, OOH, Digitall, Mobile and Social, BTLs and other paid channels Commenced: 4th Week of March, 2016 Client: Cafe Puro Commonwealth Foods, Inc.
Pusong Kampeon. Purong Pinoy is on its second year as Café Puro and INQUIRER group partners on yet another challenge to gather as much photos and messages in support for the Philippine Boxing Champ, Manny Pacquiao.
CAMPAIGN PARADIGM PURONG PINOY CAMPAIGN AWARENESS Print Online Mobile and Social Out-Of-Home
REACH
BRANDED CONTENT
ENGAGEMENT
Advertorials Photo Captions Special Coverage Mobile and Digital Stories Social
Online Photo Collage Raffle Promo On-Ground Activations
MINDSHARE
TRIAL & TESTING
VALUE MAXIMIZATION
REDEFINING SPONSORED COVERAGE INQUIRER COVERAGE Print Online Digital Out-of-Home Mobile Social Branded Content Radio TV
Reach-Efficient Approach
USUAL SPONSORED COVERAGE
Branded Merchandise TV Spots Outfit Branding
One-time Shotgun Approach
SPREADING THE WORD
PHILIPPINE DAILY INQUIRER March 2016 - April 2016
Almost 600K Readers Nationwide
INQUIRER Libre March 2016 - April 2016
Almost 100K Readers Nationwide
SPREADING THE WORD
INQUIRER.net Website March 2016 - April 2016 Ads lead to Purong Pinoy Website
9M Unique Visitors 3.5M Followers
INQUIRER.net Mobile Version
SPREADING THE WORD
INQUIRER on Line, Viber and Kakao March 2016 April 2016 Ads lead to Purong Pinoy Website Approximately 800K Subscribers
SPREADING THE WORD
Out-of-Home Promotions March 2016 April 2016
BRANDED CONTENT
PHILIPPINE DAILY INQUIRER March 2016 - April 2016
Almost 600K Readers Nationwide
BRANDED CONTENT
INQUIRER Bandera and Libre March 2016 - April 2016
Almost 170K Readers Nationwide
ENGAGEMENT ON GROUND
On-ground activation in selected terminals in Metro Manila
POST EVENT FEATURE
Libre / Bandera Centerspread
Almost 170K Readers Nationwide
BANDWAGON OF DIGITAL SUPPORT
www.purongpinoy.com
BANDWAGON OF DIGITAL SUPPORT
2,878 Individual Pictures Posted on the Photo Wall
Web Photo Wall The promo is open to all Filipino Citizens of all ages residing in the Philippines. They are encourage to upload their photos showing support for Manny Pacquiao’s last fight at www.purongpinoy.com with their name, address, email address and contact details. Uploaded photos will be part of the electronic raffle.
BUSINESS IMPACT
+6M
+6M +2M
+3K
Business Generated within a month (in PhP) INQUIRER
Acquired Campaign Reach across all INQUIRER Platforms
Savings of Cafe Puro in Media Values
On-Ground Activation Engagements
