PHILIPPINES – JUNE 2011 – The second installment of the Internet and Mobile Marketing Association of the Philippines’ Going Digital webinar series left hints at a fastfood giant’s social gaming plans. Pauline Lao, Jollibee’s director for Consumer Connections, and Manolo Almagro, digital initiatives consultant, spoke about the company’s quiet foray into digital marketing in a session entitled "Is Digital becoming a priority for Brands?"
Instead of a formal lecture, Lao and Almagro took turns answering questions of participants and breezed through the online and mobile projects of the brand. Lao, a veteran of P&G, described Jollibee as still in a set-up mode for media but noted that the company is open to innovation though budget is the biggest challenge for her department.
As media spend from other players is increasing, the challenge is to cut through the clutter. Lao quoted McCann Worldgroup’s Raul Castro: "Our target audience do not wake up and say ‘Today I’m going to watch a Jollibee ad!’
"Digital hasn’t changed the game for a lot of our target audience," said Lao, who admitted that the target audience is still reached by TV and radio. "But this is going to change very fast." Citing Nielsen figures, she noted that internet penetration in the Philippines was a mere 4% seven years ago. Now it’s up to 70%. "Some brands will get left behind," added Almagro. Technology now has the power to change the way we consume media.
Lao refused to divulge Jollibee Foods’ digital spending but said it is "less than you think".
"The first thing we look for in an agency: strategic thinking," said Almagro. "A lot of agencies can present fantastic plans but they fail at executing in a thorough manner." Aside from thoroughness and execution, evaluation is another criteria for an agency. Lao cautioned against going digital without setting goals and stressed the need to measure against objectives.
"The bigger agencies could give you a lot more for your money but the smaller ones could do more specific things," added Almagro.
Jollibee Foods Corporation created its digital team in 2009 and before Lao’s time, there was already an attempt to do a version of the casual game Bejeweled, with Jollibee food items instead of jewels. Both Lao and Almagro see potential in branded games. "How I wish I could create an Angry Birds for Jollibee or Diner Dash for Greenwich!" remarked Lao. "If the objective is to make them go hungry while they are whiling away the time, then we are for it."
Almagro revealed that several experiments are ongoing, including social gaming–complete with virtual worlds, virtual currency and in-game ordering. Jollibee has quietly launched Jollibee Storefront on Facebook, allowing users to order through the app. Jollibee’s mobile website went live in December last year. Almagro is targeting organic growth for Jollibee versus "buying likes" as in Chowking where users are asked to Like the page. He sees promise in location-based mobile apps such as Google Check-in and SCVNGER.
This month, website enhancements and mobile website promos are in the pipeline. For next month, credit card gateway, SMS ordering and mobile apps will be rolled out. An enhanced Jollibee Kids Party is planned for August. Late this year, a couple of secret confidential projects to do with gaming are set to be launched.
With mobile data and smartphone getting cheaper, the mobile and digital wave is hitting the mainstream. "Be patient and watch it happen," concluded Almagro.
The next free webinar will be Digital Marketing Careers on July 6, 2011, 7:00-9:00 pm. Speakers are Gary Abello, Partner at ZMG Ward Howell Executive Search and Carlo Ople, Head for Multimedia Marketing of TV 5. Register at www.digitalisnow.com.
