ABS-CBN’s election campaign “Boto Mo, iPatrol Mo: Ako ang Simula” and Christmas campaign “Bro Ikaw ang Star ng Pasko” bagged two Silver awards for Best Media Initiated Campaign at the prestigious Tambuli Awards: 4th Integrated Marketing Communications Effectiveness Awards.
ABS-CBN, the only TV network recognized by the award-giving body given by the University of Asia and the Pacific, launched multimedia campaigns to empower citizens in making the 2010 elections work and to bring hope to Filipinos last Christmas after typhoon Ondoy struck the country.
ABS-CBN’s 2009 Christmas campaign dubbed as “Bro Ikaw ang Star ng Pasko” effectively used a theme song and music video of the same title to give importance to the light and spark of hope that emanate from each one of us and most significantly, from God Himself during the most trying times. It was launched during the aftermath of typhoon Ondoy, which made the campaign very timely and reflective of the current plight of society.
“When we were putting the campaign together, the intention was simple–mount a meaningful and relevant Christmas campaign. After witnessing how Filipinos acted as one to help the victims of typhoons Ondoy and Pepeng, we were compelled to exalt ‘Bro.’ In giving it back to Him, He gave it back to us big time–by a very warm employee and audience reception, and a Tambuli Award to boot!” said Zita Aragon, Program Marketing Head.
“This award is important to the network because it is recognition of ABS-CBN’s leadership in the area of branded entertainment. We hope to have more wins like these in the future,” Customer Marketing and Production Services Group Head Teresita Villareal added.
ABS-CBN also launched related components to the campaign such as the selling of Christmas lanterns called ‘Parol ni Bro’ where proceeds helped fund the Bayanijuan and Sagip Kapamilya projects of ABS-CBN Foundation Inc., and the network’s Christmas special held at the Araneta Colisuem.
Meanwhile, ABS-CBN News and Current Affairs’ “Boto Mo, iPatrol Mo: Ako ang Simula” election campaign successfully used various platforms to promote vigilance among citizens and encourage Filipinos to register to vote. The nationwide campaign had a music video, a concert that brought together Boto Patrollers, citizen journalism workshops, registration to join the BMPM movement offline and online via a microsite, among others.
“Boto Mo iPatrol Mo: Ako Ang Simula demonstrated the potential of media to inspire hope, to empower people, to be of service to the Filipino. This Tambuli Award is a vote for the thousands of Boto Patrollers all over the country, sila ang simula ng lahat, sila ang kampanya,” said Ira Zabat, Creative Director.
The Tambuli Awards aims to recognize campaigns that promote both business and societal values while demonstrating effectivity. This year marks the first time the award giving body introduced the Best Media Initiated Campaign category. The award proper was held last July 14, 2010 at the Li Seng Giap Auditorium of the University of Asia & the Pacific.