MANILA – Shortly after being named Philippines Creative Agency of the Year at Spikes Asia 2017, Dentsu Jayme Syfu, the country’s leading creative agency continues its winning streak at the Boomerang Awards 2017 held last October 13 at the Ibiza Beach Club BGC. At the “Booms,” Dentsu Jayme Syfu and its digital/CX group Dentsu DIGIT snagged four metals, including a Gold for “Accepted” for Smart Communications, out of its seven shortlisted entries across a variety of categories.
Smart’s online video “Accepted” tells a subdued storyline that showed relationship tensions between two generations. Craftily highlighting the role of mobile and digital technology through Smart, it bridges the issue of sexuality and being accepted by one’s own parents. Moreover, it humanizes the conversation beyond the usual telecommunications promo offers.
“Accepted” gained massive traction in social media fueled by the widespread acceptance of the story from the LGBTQI communities. Engagement across multiple platforms have exceeded 20 million interactions which included a feature on the Daily Mail UK and a full episode on Bloomberg’s Insight dedicated to the campaign’s impact to society.
Dentsu DIGIT also earned two Bronze Boomerangs for its campaign “#uberstories” for the popular ride sharing platform Uber. #uberstories won bronze for Effectiveness (Acquisition) and Campaign categories.
#uberstories was a result of using social listening to mine real Uber stories from users themselves. The stories were then turned into actual, interconnected digital films. Dentsu DIGIT also launched a website where users can share their own story plotted on a map where the story happened.
Results from the campaign created new benchmarks for Uber including the highest viewership for the brand, increase in uberPOOL trips booked, rider sign ups, and Uber riders using the app during the campaign, app downloads, and free media coverage from Mashable, CNN Philippines, and Top Gear to name a few.
Also bagging a Bronze Boomerang for Campaign is the massively successful “The Good Experiment” for Unilever’s Breeze. The multi-awarded online video has already received accolades from Kidlat 2017 in the Branded Film Content category (bronze), Advertising Marketing Effectiveness in the Education category (Medallion), Tambuli Awards in the Media / Social Media category (Silver) and Creative Effectiveness category (bronze), Festival of Media APAC Awards in the Best Use of Video category (bronze), and Tangrams Effectiveness Awards in the Insights and Strategic category (bronze).
“The Good Experiment” is a social stunt that aimed to shift the mindset of moms that a stain on a child’s shirt is a badge of goodness. This resonated very well with the public earning over 24 million views during the campaign period with a true reach of 26 million people, and was covered by over 50 media networks. More interestingly, this was a campaign that has been used as an educational material in several schools and even as a material for homilies at church. Commercial impact further validates the success of the campaign driving increase in volume shares, purchase intent, brand interest and brand equity scores.
Several other projects of Dentsu DIGIT were also recognized in the shortlist of entries: “Unsafe Hookups” for Love Yourself in the Campaign category, “Uniqlo UPeepz” for Uniqlo in the Visual / Audio Excellence Craft category, “Twitter Intercepts” for Jollibee in the Creativity in Data Category and “#WipeAwayTheHate” for Unilever’s Master and Eskinol in the Effectiveness – Sentiment Improvement Category.
“Our wins in this year’s Boomerang Awards are testament to the agency’s commitment to creativity that changes lives through innovation and content that move people. We are very proud of the collaboration and true partnership with our clients who have worked closely with us in bringing these many human stories and innovations to life. Our shared belief that only bold moves reap bold rewards has surely paid off. Commercial results of every campaign that won us metals give us validation that our creativity has real business impact and, more importantly, continues to add value to people’s lives,” said Pao Peña, Chief Experience Officer of Dentsu Jayme Syfu.
