Values Formation in Marketing Campaigns

Manila Bulletin, July 29, 2005 | Go to article overview

Values Formation in Marketing Campaigns


THE newest award for communications programs demonstrates that professional competence or effectiveness can effectively be combined with values formation of the target audience. Last July 1, 19 companies both national and multinational received the Marketing Communications Effectiveness Awards (MCEA) from the Institute of Communication of the University of Asia and the Pacific, in cooperation with the Marketing and Opinion Research Society of the Philippines (MORE) and Business World.

MCEA is the first and only award in the Philippines and hopefully soon in the whole of Asia to recognize both the societal value of marketing communication campaigns, complementing existing industry awards based exclusively on either creative merit or human values. The MCEA defines effectiveness in three ways: Meeting marketing objectives (i.e., market share, sales growth (%), campaign investment), achieving marketing communications objectives, and promoting a culture of excellence, nobility, and social responsibility.

MCEA follows a three-stage nomination and judging process: The first stage involves a call for nominations from three distinct groups, namely the youth, advertising and marketing practitioners, and the general public; the second stage involves an evaluation of the nominations by a screening committee; and the last stage involves the evaluation of the entries by the board of judges. For 2003-2004 marketing campaigns, a total of 98 entries were submitted, out of which 33 were shortlisted for the final judging. Among the 16 judges were big names from the advertising industry, media, academe, and the business sector.

There are six MCEA categories: Most Effective New Product Introduction, Most Effective New Service Introduction, Best Small Budget Product Campaign, Best Small Budget Service Campaign, Best Established Product Brand Campaign, and Best Established Service Brand Campaign.

One of my favorites among the gold winners was that of Cebu Pacific Air (with Jimenez Basic as the ad agency) that won the top prize in the category of the best established service brand campaign. The human virtue creatively communicated is the much-need trait of punctuality Cebu Pacifics "on time" campaign tried to instill.

"Being on time" is hardly a Filipino trait. Books and articles on Pinoy tardiness have been written and rewritten. But Cebu Pacifics "on time" campaign not only tried to instill the value of being on time. It even demonstrated that Filipinos can actually possess this trait, debunking the common notion that the Pinoys are hopelessly tardy in their daily chores.

The "Schuffle" campaign, which showed an old man in the airport, hours before his flight, was an attempt to communicate how being on time could matter in an ordinary situation. It was a slice of life which every Filipino should be able to relate to. "Schuffle" was not the first "on time" campaign of Cebu Pacific; it was a continuation, a refresher on the beauty of being on time. But doing so, Cebu Pacific has made a noble commitment to keep on reminding the Filipinos that punctuality and reliability can be learned. …

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