Some weeks back, the GMA 7 Sunday noontime show “Sunday PinaSaya” featured a new segment, “Kopiko Blanca Creamy MagKAPEra Raffle”, starring Kopiko Blanca brand ambassador Marian Rivera-Dantes as Ms. Blanca and who also happens to be a mainstay on the show. It featured a skit with the other stars of the variety program and presented a slice-of-life in Philippine society: neighbors converging at the sari-sari store to talk about their day and lives.
This is another initiative from Havas Ortega, with two of its agencies working very closely together on the campaign: Arena Media responsible for creative development for ATL and digital and Havas Media for traditional media. Both worked closely with Vouno Trade and Marketing Services Corp., the marketing arm of Kopiko Philippines and GMA 7.
Hermie de Leon, managing partner and head of Havas Ortega’s media business, is proud of yet another successful initiative with the brand. “We’ve been working for two years now with Kopiko and have been able to create many exciting campaigns for them. Because of our strong client partnership and unsiloed agency structure we’re able to deliver consistently on every challenge.” de Leon explains.
Apart from the segment and spots on GMA 7, the promo was pushed on radio as well as online. Bhavna Thakur, general manager of Arena Media, explains her group’s contribution to the project, “The Village structure of Havas Ortega allows us to deliver an integrated and multi-disciplinary approach, all under one roof. In this case, Havas Media fulfilled the media mandate with Arena handling all creative and digital communication requirements.”
The campaign results have started to show since its launch a month ago. The Kopiko Philippines’ Facebook page has seen a surge in engagement with impressions topping nearly 4 million. To date, millions of entries have been received for the promo. And more importantly, Kopiko Blanca’s sales has grown significantly.