| Spikes ASIA 2016 | ||
|---|---|---|
| PR | Digital & Social: Use of Social in a Pr campaign | Silver Spike |
Client: Philippine Seven Corporation
Product: Gulp Drinks
Entrant: Mullenlowe Philippines Makati City, The Philippines
Idea: Mullenlowe Philippines Makati City, The Philippines
Pr: Grupo Agatep Manila, The Philippines
Editor: Mar 18 2016 12:00am
Planning Director: Viboy Palillo (MullenLowe Philippines)
President/CCO: Leigh Reyes (MullenLowe Philippines)
Executive Creative Director: Abi Aquino (MullenLowe Philippines)
Managing Director: Alan Fontanilla (MullenLowe Open Philippines)
Creative Director: Roman Olivarez (MullenLowe Open Philippines)
Senior Account Manager: Irish Viado (MullenLowe Open Philippines)
MullenLowe Open Philippines: Min Roldan (MullenLowe Open Philippines)
Jr. Art Director: Iya Parungao (MulllenLowe Open Philippines)
Social and Content Director: Raffy Bariso (MullenLowe Philippines)
Community Manager: Jel Villanueva (Freelance)
Social Media URL: https://www.facebook.com/event...
Describe the campaign/entry:
We created an event that humorously mimics a violent smackdown using an overlooked Facebook tool - the event page. We empowered people to engage and campaign for their preferred candidates. We also held live chats to make people realise the value of voting.
Execution:
GULPihan or (Smackdown) is a noisy brawl that goes down in a public place. Most Filipinos are so into politics that it is not unusual for arguments around it to end up in a gulpihan. Picking up on this negative Filipino trait, we used the noise surrounding politics to fight off mindless posts from turning violent.
Another notorious if less violent trait is Filipinos’ tendency to fence sit and remain undecided. 7-Election created a nuisance candidate persona to represent the Undecided Cup. The Undecided Cup pushed against people’s choice not to make a choice and instead encouraged them to make a choice and create change.
The event page fostered intelligent conversation so that voters will be knowledgeable to choose and vote for the right candidate.
4 Million unique users reached for the GULPihan event page. Gained Php 14 Million media values earned without traditional media support. Over 2.7M votes cast, a record breaking three (3) digit increase in sales. 127% increase in sales versus last year.
The Situation:
Social media has been a significant tool in expressing one's views and opinions especially on the presientiables they are supporting. People were spoiling for a fight online because of the Philippines' most controversial election, GULP's 7-Election wanted to own this by using the Facebook tool, Event page. 7-Eleven created an event that humorously mimics a violent smackdown which made people campaigned for their preferred candidates. This led to 4M unique users reached and PHP 14M worth of earned media values.
The Strategy:
The campaign used the concept of a street brawl – GULPihan, in the vernacular– to turn the intense election related heat and partisanship into something positive.
7-Election’s Facebook event page GULPihan sa 7-Eleven (Smackdown in 7-Eleven) gave the public an online tool to voice out their opinion in support of their candidates.