MANILA – Biogesic, Unilab’s headache and fever brand, created a digital campaign to pay tribute to moms on Mother’s Day.
Initiated by Havas Media Ortega, the campaign centered around a video that showed how moms are an irreplaceable part of our lives.
Titled ‘Ingat na Damang Dama’ para kay Mama, the video was uploaded on Biogesic’s Facebook page.
Marion Esquillo, HVMO copywriter shared the concept behind the campaign: “The initiative stems from the idea that the most beautiful, loving, heart-felt words we use everyday have the word “mother” (and how we call them) as the root.”
Tony Sarmiento, HVMO Managing Partner and Chief Collaborator, added: “It’s important that the words are in Filipino not just because it is the language of the brand, but it is the language that truly hits home. This concept also tries to highlight the meaningful connections from the brand to the children to their mothers.”
An online activation also united fans to share and show how much they appreciate their moms. Fans sent photos of themselves with a word that best describe their moms, with each word having, “mama”, “ina”, “inay”, etc. in them.
In less than a day, the campaign reached 295,680 Facebook users and acquired a remarkable response of 15,803 video plays and 4,573 likes. Within one and a half days, the video has been shared 3,555 times, and continues to be shared as of this writing.
This latest campaign showcased one of Biogesic’s brand values – “selflessness”, as it offers care or love without any conditions or pre-requisites, just like moms.
Credits
CEO Jos Ortega
Creatives
Chief Creative Officer – Tony Sarmiento
Copywriter – Marion Esquillo
Art Director – JM Villaflor
Account Management
Group Director – Bambie Paguia
Account Manager – Rachelle Rayos
Social Media
Social Media Director – Kankan Ramos
Social Media Associate – Katrin Cruz
Producer- Jan Parma
Production House- Go Motion
