Starcom MediaVest Philippines has won the Grand Prix at the media planning giant’s internal awards program called ONE Awards.
Starcom MediaVest Group (SMG) has a 30-man Global Product Committee which reviews and selects stand-out campaigns from thousands of entries submitted by Starcom offices in Southeast Asia, Greater China, India, Europe, US, Latin America, MENA and Australia.
The Grand Prix winner announced in Dubai last 11 February was “First Step to Livelihood,” grassroots community outreach program created by SMV Philippines for Unilab's United Home Products (UHP). The local office, lead by chief executive officer Joanna Mojica (pictured wearing orange), also won Gold in the Designing Experiences category for its second entry, the Coca-Cola 'President for Happiness' campaign.
SMV Philippines’ work for Unilab has topped 49 finalists from 282 global entries submitted by 20 SMG
First Step to Livelihood (Unang Hakbang Pangkabuhayan) involved teaching mothers how to a start their own small businesses to help them earn income to buy basic necessities.
Moms were also given additional incentives for their endorsement of UHP to 5 other non-UHP users. And for continual support, SMV Philippines deployed a resource person into each province. Click here to watch a video explaining the campaign.
Launched in 2012, SMV reports that 50% of the participants networked to 5 other non-users each, creating a network of new UHP advocates of key grocery decision makers. Earned trust eventually translated to sales, as organic sales growth grew from 18% to a whopping 154% in Visayas and 85% in Mindanao.
Pamela Figueroa Media Planner/Buyer
Krizia Guingon Senior Media Planner/Buyer
Clarissa Dela Paz Media Manager
Christine Te Senior Media Manager
Hope Binay Associate Media Director
Veron Agustin Media Director
Rajesh Mahtani Head/Strategy/Growth/Southeast Asia
Joanna Mojica-Chan Chief Executive Officer