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THE PHILIPPINES, SEPTEMBER 13, 2012 – A sense of Filipino pride took over the 6th Boomerang Awards as MRM Worldwide (Coca Cola’s ‘The OFW Project’) and BBDO Guerrero (DOT’s ‘It’s More Fun in the Philippines’) bagged the Gold Boomerangs for Channel Experience and Brand Experience categories respectively.
The Internet Mobile & Marketing Association of the Philippines (IMMAP) also celebrated how digital media has changed the way brands communicate with the audience. The theme for this year’s event – ‘Level: Expert’ – recognized local digital campaigns of the highest quality, “the best of the best”.
There were two categories of awards and the first was Brand Experience – for campaigns and executions that innovate how consumers perceive a brand’s products and services, with measurable results. Five Bronze Boomerangs were awarded in this category:
• For travel and transportation: FedEx – ‘Take the Drama Out’ by BBDO Guerrero
• For personal care: Pond’s – ‘Face My Love’ by Ogilvy & Mather Philippines
• For personal care: Imodium – ‘Toilet Tracker’ by Ogilvy & Mather Philippines
• For food and beverage: Mountain Dew – ‘Dew it Dares’ by BBDO Guerrero
• For publishing: Rappler – ‘Mood Meter and Mood Navigator’ by Rappler
BBDO Guerrero, for the Department of Tourism, took home the Gold Boomerang with ‘It’s More Fun in the Philippines’.
Smart Communications presented a special Boomerang to SM’s ‘iButterfly’ by Marketing Convergence for standing out in mobile execution this year.
The Channel Experience category showcased the best of breed executions in particular segments of digital marketing – from content to mobile to display to social.
Bronze winners:
• For mobile: SM – ‘iButterfly’ by Marketing Convergence
• For social: 15th Nestea Beach – ‘Ikaw Na Lang Kulang’ by Publicis Manila
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Silver winners:
• For content: Energizer – ‘The t of Life’ by TBWA
• For interactive tools: Nike Basketball – ‘The Upper Hand’ by Ogilvy and Mather Philippines
• For mobile: Nike Basketball – ‘The Upper Hand’ by Ogilvy and Mather Philippines
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• For content: DOT – ‘It’s More Fun in the Philippines’ by BBDO Guerrero
MRM Worldwide bagged the Gold Boomerang for Coca Cola’s ‘Where Will Happiness Strike Next: The OFW Project’. The Boomerangs were handed out by IMMAP president Manny Pangilinan and awards chair Roshan Nashwani.
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IMMAP also acknowledged its 3rd batch of graduates from the Certified Digital Marketer Program. Digital media’s newest batch of experts include: Nelissa Capila (Unilever), James Carstairs (The Racing Post), Lois Celorico (Philam Life), Katie Chua (Boogs Software Solutions), Liziel Cosgayon (Ginebra San Miguel Inc.), Menchie Dizon (Ayala Land Inc.), Gian Galsim (Philam Life), Michelle Obligacion (Skechers Philippines), Aaron Roselo (Lomographic Society International), Jeoffrey Solas (Intercontinental Hotels Group Inc./CEU – Makati) and Amelita Tamayo (Insular Life).
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The 6th Boomerang Awards was hosted by Lia Cruz of TV5, which is currently at the helm of digital media revolution in the country. Musical entertainment was provided by Carlos Castano, Monique de Los Santos, Julianne Tarroja and Taken by Cars, courtesy of PinoyTuner.com.
