MANILA – McCann Worldgroup Philippines won big at the recently-concluded Unilab Consumer Health Rave Awards. Unilab, one of McCann’s biggest clients, recognizes the campaigns and accomplishments of its club agencies in the yearly event.
According to McCann, the wins are proof of the effectiveness of its long-standing partnership with Unilab.
The Biogesic “Ingat na Damang-Dama” campaign won the Best National Campaign Award, which recognizes a campaign’s seamless integration across consumer experience platforms from above-the-line to activation to digital.
The campaign capitalized on the timeless value of unconditional care for anybody and everybody by demonstrating situations where genuine care is needed the most—relief from headache or fever even when you are an expectant mom, even when you are hungry, and across all ages. The campaign included an integrated program with TVC, radio spots and seasonal spiels, transit ads, and LED billboards and banners to convey the brand’s ever-present concern to consumers even when they’re not at home. Online, consumers were encouraged to share their stories of genuine care through the Biogesic Sineserye, an inter-school digital film contest.
The campaign, which also won in the Best Television Commercial, Best Radio Commercial, and Best Use of Digital Medium categories, reinforced the relevance of Biogesic and strengthened its emotional bond with the consumer. This impacted on key brand health, usage, and sales metrics, making it one of Biogesic’s best performing campaigns ever.
Enervon’s “Make Happy Happen” campaign won Best Use of Out-of-Home for “Barangay Videokehan” and Best Below-the-Line Campaign for “Make Energoodtime Happen.” The regional activation, non-stop sing-along events in different barangays in Cebu, demonstrated how a national brand can effectively engage consumers by reaching down to the grassroots.
McCann also took home the Best Strat Team plum in the Partner Awards Category.
“The consistent success of the Biogesic and Enervon campaigns proves that the long-standing and valued partnership between Unilab and McCann has continued to flourish. This year, we utilized multiple platforms to bring to life inspiring campaigns for consumers and deliver results for the client. We are very fortunate to have a client like Unilab who share the same mission to create campaigns that have a positive influence on the Filipino consumer,” said Mon Garcia, Managing Director for McCann Erickson.
“These winning campaigns carry the dynamism that reinforces our brand and our go-to-market directions today. They bear the marks of multi-platform engagement threaded together by compelling insight. In our mission to fully serve Filipino families and communities, it is important that our brands are brought even more closely to consumers in ways that have a positive and enduring impact in their lives,” said Mercedes Kau, Biogesic Product Director, Unilab Consumer Health.
