Case Study 1: Increasing Brand Awareness

• To create more awareness on a brand´s summer campaign and its newly launched jingle.

• 18-24 years old, belonging to the CD market, predominantly students. They study hard but they also know how to have fun. They try to live a well-balanced life.

• Download the brand´s jingle (mono, poly, truetone or karaoke) and earn raffle entries for a chance to win a trip for every download.

• Barkada getaways

• Summer season (30 days)

• Tri-media & Below-the-line advertising

• 10,000 downloads were generated, mostly mono and polytones (predominantly Smart subscribers), followed by truetones (predominantly Globe subscribers) and karaoke.
• Gender breakdown of participants was 68% females and 32% males.
• 58% of the participants came from Greater Manila Area.
• 54% of participants came from the 11-30 years old (70% of which came from the age range 21-30 years old). The second biggest age group came from the 31-40 years old bracket, making up for 31%.
• TV was the most effective medium to generate hits. The downloads peaked during weekends when TVC spots were heavier and towards the end of the promo.

Case Study 2: Sales Promotion

• To induce trial and push sales of promotional packs.

• 18-35 years old, belonging to the CD market. They are students or white-collared workers who study/work hard. They try to live a healthy lifestyle.

• Buy the promotional pack and text in the unique code for a chance to win cash prizes.

• Php 5,000 daily
• Php 10,000 weekly
• Php 500,000 in the grand draw

• Christmas season (60 days)

• Print & Below-the-line advertising

• It generated over 35,000 unique code submissions.
• Gender breakdown of participants was 63% females and 37% males.
• 52% of the registrants came from Greater Manila Area.
• 56% of participants came from the 21-30 years old age group, followed by 31-40 yrs old age group at 18%.

Case Study 3: Driving Foot Traffic

• To increase foot traffic in stores and translate it into sales.

• 18-24 yrs old, C market, predominantly students who are attuned with the latest on music, fashion, showbiz and anything that´s hot and in. They are budget-conscious and practical.

• Buy a featured product of the week and text in the unique code for a chance to win prizes.
• Subscribe to a Music service and get a mobile coupon for a FREE drink plus a chance to win prizes.

• Premium Items
• Gift Certificates
• Trip to LA for 2 pax to watch a Hollywood Show

• August-Sept (30 days)

• TV plugs & Below-the-line advertising

• It generated over 21,500 subscriptions to the Music service.
• The campaign generated over 3,100 unique code submissions.
• There was a 22% redemption rate for the FREE drink.
• Gender breakdown of participants was 52% males and 48% females.
• 68% of the registrants came from Greater Manila Area.
• 65% of participants came from the 13-21 years old bracket, followed by the 22-30 years old age group at 15%.