IMMAP: #ArtLotto win at the 2016 Boomerangs demonstrates the offline impact of digital

MANILA – As digital integrates itself in the offline lives of many, the future is increasingly becoming more and more digital-led. This is seen in the #ArtLotto campaign which won Publicis JimenezBasic the Digital Marketer of the Year, Best in Show and Best in Innovation Excellence awards as well as multiple Golds at the recently concluded 2016 Boomerangs, organized by the Internet and Mobile Marketing Association of the Philippines (IMMAP).

The Boomerangs was conceptualized by IMMAP in 2008 to honor Philippine advertisers and agencies whose campaigns and programs exemplified digital marketing effectiveness. This year, the awards show validated the complete integration of the offline and online worlds which prompted IMMAP to renew its commitment to digital marketing excellence in the Philippines.

“What happened in #ArtLotto is proof of the impact of digital in our lives today. We have witnessed the transition of digital from a niche channel to mainstream that it can have an impact on Filipino culture as well as the lifestyles of many. IMMAP’s role must expand to remain relevant in Filipino society,” said Jeff Saez, co-chairperson, 2016 Boomerangs.

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#ArtLotto, launched in partnership with the E. Zobel Foundation and the 4As Creative Guild of the Philippines, encouraged Filipinos to be more conscious of the art around them using a concept that most are familiar with, the lottery. It used art as ticket to a fortune to push for the enrichment of both the pocket and the mind.

The campaign received over 18,000 entries on Twitter and Instagram from all over the Philippines and was supported by the country’s most influential artists. Julie Ann Herrera Tilos, a mom and a call center agent, won the P450,000 grand prize for a photo of her daughter showcasing faux arm tattoo designed by Tilos’ husband. But Tilos wasn’t the only big winner at the end of the campaign; #ArtLotto’s effect was seen in the increase of visitors in museums, art galleries and participants in cultural fests.

The success of #ArtLotto as well as other digital campaigns marks a significant change in the digital landscape and it calls for a re-evaluation of the purpose of established vanguards such as IMMAP.

To mark its re-commitment to digital marketing excellence in the country, IMMAP organized the first-ever IMMAP Digital Congress (DigiCon) which saw the fusion of other regular digital marketing conferences such as the Mobile Marketing Summit, Digital Commerce Summit and the IMMAP Summit into one grand event that drew 1,768 attendees from various industries across the country and 161 speakers from all over the world. The DigiCon closed with the Boomerangs which continues to champion excellence in digital.

The DigiCon also validated the widespread influence of digital in society. Because of this societal shift, IMMAP commits to help individuals and companies embrace and build capabilities on digital through the following: 1) continually being at the forefront of the changing digital landscape, 2) introducing advanced technology and digital platforms to make world class digital marketing key to value creation and national progress, and 3) driving excellence in digital marketing by sharing latest research, and establishing and upholding a code of ethics and standards to guide digital marketing in the Philippines.

“We have come a long way since IMMAP’s founding 10 years ago. At that time, ‘digital marketing’ usually meant building and maintaining a website where you can deploy push marketing. Today, however, marketing strategies, particularly in digital, need a pull approach where people are ‘pulled in’ to your brand or product because they get so much value out of your campaign. And we are here to help agencies and companies develop meaningful and effective campaigns on digital,” said Leigh Reyes, co-chairperson, 2016 Boomerangs.

Full list of Boomerang Awards 2016 winners:

Gold

Dentsu Jayme Syfu – NEDA “The Making of Ambisyon Natin Online Videos”
Publicis JimenezBasic – E. Zobel Foundation “ArtLotto”
TBWA\Santiago Mangada Puno Advertising, Inc. – CARMMA “Millennials for Martial Law”
Publicis JimenezBasic – Globe Telecom “Hidden Codes”
Publicis JimenezBasic – E. Zobel Foundation “ArtLotto”
Publicis JimenezBasic – E. Zobel Foundation “ArtLotto”
MRM/McCann – Metro Manila Development Authority, MMDA “mayhuliba.com”

Silver

TBWA\Santiago Mangada Puno Advertising Inc. – Peerless Products Manufacturing Corp., Champion “Growth”
TBWA\Santiago Mangada Puno Advertising Inc. – Peerless Products Manufacturing Corp., Champion “Mother’s Day”
Ogilvy & Mather Philippines – Nestle Philippines, Milo “Beyond”
Leo Burnett Manila – McDonald’s Philippines “Overall Social Media Content”
BBDO Guerrero – PepsiCo Philippines, Mountain Dew “Playable Ads”
Leo Burnett Manila – McDonald’s Philippines “AldubKoTo”
Ace Saatchi & Saatchi – Digitel Mobile Philippines Inc., Sun “#FirstJobProblems”
Leo Burnett Manila – McDonald’s Philippines “AlDubKoTo”
Publicis Jimenez/Basic – Splash Corporation Maxi-peel “The Beautiful Truth”
Leo Burnett Manila – McDonald’s Philippines “Flying Fork”
MRM/McCann – Metro Manila Development Authority, MMDA “mayhuliba.com”
1DMG – Unilever Philippines “Skin Matters, Your Online Skin Expert Website”

Bronze

TBWA\Santiago Mangada Puno Advertising Inc. – Smart Communications Gamex “Suntukan sa DOTA”
Ogilvy & Mather Philippines – Nestle Philippines, Milo “Beyond”
MullenLowe Philippines – Bank of the Philippines Islands, BPI “Pamana Film”
Leo Burnett Manila – McDonald’s Philippines “The Boat”
TBWA\Santiago Mangada Puno Advertising Inc. – Liwayway Marketing Corp., Oishi “Skippables”
BBDO Guerrero – PepsiCo Philippines, Pepsi “Peryang Panalo”
Leo Burnett Manila – McDonald’s Philippines “The Boat”
Publicis JimenezBasic – Perf Restaurants Inc., Burger King “The BK Channel”
J. Walter Thompson Philippines – Johnson & Johnson Philippines, Bactidol “Duty Calls”
Rappler Inc. – LoveYourself “StayNegatHIVe”
MullenLowe Philippines – Philippine Seven Corporation “GULPihan sa 7-11”
TBWA\Santiago Mangada Puno Advertising Inc. – Smart Communications “How to be Friends Again After the Elections”
Dentsu Jayme Syfu – LoveYourself Inc. “staynegatHIVe”
Leo Burnett Manila – McDonald’s Philippines “Chicken Ni Joy”
MullenLowe Philippines – Philippine Seven Corporation “GULPihan sa 7-Eleven”
MRM/McCann – Metro Manila Development Authority, MMDA “mayhuliba.com”
Ogilvy & Mather Philippines – Nestle Philippines, Milo “Beyond”
Dentsu Jayme Syfu – BPI Family Bank “#DreamKo”
NuWorks Interactive Labs Inc. – Fresh & Famous Foods Inc., ChowKing “From Brand Boycott to Brand Love”
Leo Burnett Manila – McDonald’s Philippines “AlDubKoTo”