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Above The Line

REAL LIFE TGPagpagaling

The Generics Pharmacy

PROBLEM IN:

Even with the successful launch with Jericho Rosales, how can TGP
further sustain their brand essence as the “TGPagpagaling ng Pilipinas”?

SOLUTION OUT:

We show the people that we help out. Through a series of three TV
commercials featuring relatable characters such as a Maestro, a Teacher,
and a Hilot, we firmly established that TGP is the TGPagpagaling
ng TGPagpagaling.

RESULTS:

Positive sentiments and impressions were generated in social media. TGP Guro
also got 2 nominations from the Catholic Mass Media Awards as a finalist for Best
in Digital Ad, and Best in TV Ad. No hardware this time, but we gladly took
the paper.


THE DOC IS…ONLINE!

The Generics Pharmacy

PROBLEM IN:

It’s difficult to address everyone’s questions and concerns all at once,
especially when you’re a Pharma brand. You would have to be at multiple
places all at the same time, without crossing any technicalities. And as
much as the brand would like to address it, only a doctor can accurately
address those concerns.

SOLUTION OUT:

If there’s one thing that people do most of the time, it’s browsing through social
media or watching TV. So we created a platform wherein TGP can address
everyone’s concern through an online talk show with legitimate doctors. Where it
created connection with the audience and at the same time provided information,
killing two birds with one stone.*

RESULTS:

Because of this new platform, the page garnered more engagements for the brand,
with views rising each episode that is produced. TGP was able to start a sustainable
project with trade partners for sponsorship, in addition to helping the viewers know
more about their products.

*No birds or stones were hurt in the writing of this sentence.

Below The Line

SMOKERS FIND THEIR SAFE HAVEN

JTI

PROBLEM IN:

People will smoke, there’s nothing we can do about that. And due to strict
regulations about smoking in public, they often find themselves sneaking
in a stick in non-smoking areas such as parking lots, fire exits, and anywhere
they feel that they can get away with it. So how can we provide smokers their
own space while at the same time giving respect to non-smokers?

SOLUTION OUT:

Everyone deserves their own space, even smokers. So in order to provide them
a safe haven and give non-smokers something nice to look at, we created
Designated Smoking Areas inspired by sculptural architecture.

RESULTS:

Ayala Malls have bought exclusive rights to the DSA designs. And other malls
have been in talks with our client, JTI, in order to request for designs that they
can own. Because of the effort, the agency has always been invited to any
and all pitches that the client may have. That, and because the effort also won
1st place in JTI Marketing’s Most Innovative Design Awards.


BETTER WITH COCA-COLA

COCA-COLA

PROBLEM IN:

When you are a brand associated with happiness, you have to carry
that image on, even when you’re on the ground. But in an activity, such
as a trade event, how can you stand out among a sea of other brands?

SOLUTION OUT:

You incorporate your philosophy of happiness into your design, activities,
and even your event manuals.

RESULTS:

We were able to sell more than P800k worth of Coke products. The effort
opened the doors for the agency to be invited in all upcoming event projects.
And we mean, ALL.

DIGITAL

WE CARE A LITTLE MORE

SOUTHSTAR DRUG

PROBLEM IN:

Pharma brands are a cold bunch. Calculative, logical, scientific. As they
should be, selling life-saving medicines and all. There is no space for
theatrics when it comes to the pharma industry. But how can we show
that Southstar Drug is different from everyone else?

SOLUTION OUT:

We don’t tell our consumers that we care. We show them that we care
a little more. Through realigning and revamping their social media approach,
we were able to show the honest and authentic side of the brand without compromising on
its credibility.

RESULTS:

Less complaints. Higher engagements. The two phrases that the client
and the agency love to hear.


THE HAPPY ENDING PILL

PASSIONMAX

PROBLEM IN:

A new male enhancement supplement is about to be launched.
With the stiff competition going around, how can we poke our way
through and come out on top?

SOLUTION OUT:

Definitely not by talking in double-entendres like what we did above.
Because that’s how the competitors talk as well.

Instead of buying into the masculinity that comes naturally with such products,
we decided to do something different. We reinvented the Filipino date night.
We talked to both men and women with one simple message: You deserve
your happy endings. And it all began with revamping their social media page.

RESULTS:

It increased Facebook followers from 2800 to 17,000 followers in just 3 months.
With 203% increase on reach and 131% on engagement ever since the campaign started.
Several personalities have also paid attention to the campaign, stating that,
“PassionMAX is winning during this quarantine period”. Free samples have been
sent over to them.