RP WINS FIRST CANNES LION FOR DIRECT MARKETING

DOS POR DOS CAMPAIGNCannes, France, July 14, 2003 By Angel Guerrero (STAR) For the first time in the 50 years of the Cannes Advertising Festival, the Philippines won its first Cannes Lion for direct marketing. The one-week festival, which is held in Cannes, France, is where over 8,000 advertising and marketing professionals gather to celebrate excellence in creativity and advertising. Recently, the festival introduced dedicated awards for media called the Media Lions and for direct marketing called the Lions Direct.

BCD Pinpoint, one of the largest direct marketing agencies in the Philippines, took home a Bronze Lion for Direct Marketing for its "Dos Por Dos" campaign for client PAWS (Philippine Animal Welfare Society).

This sympathy-provoking campaign aimed to raise funds to help stop animal abuse and build an animal shelter. From the 1,123 entries in the Lions Direct competition submitted by 38 countries, the Philippines’ entry emerged as winner. Only five percent of all entries made it to the winners’ list.

BCD Pinpoint’s direct marketing solution was very creative: It sent heads of companies the tools used to kill dogs – a dirty sack and a 2"x2" piece of wood (dos por dos), including a letter narrating in vivid detail how a dog is clubbed to death. It also talks about how animal abuse breeds a culture of violence and asks for help in stopping animal abuse and donations to build an animal shelter.

It resulted in donations amounting to P2.6 million for a P600-campaign, and the ROI pegged at 26,833.33 percent. To this day, companies are still offering support to PAWS.

Dickie Soriano, head of BCD Pinpoint, says, "I heard the good news via a text message from Cannes and after cursing the Manila traffic, the floods and the garbage, I could say I’m proud to be Filipino again." On the victory, he says, "We showed that our ideas and our creativity are at par with the world’s best. We showed that you don’t have to spend a lot of money to come up with award-winning work – all you need is a strong idea, hard work, and a client who listens to you and trusts you to do your job well."

Aside from the PAWS campaign, BCD also had a finalist finish in the Lions Direct competition for work in an IBM-sponsored seminar for Tom Peters in the Philippines. It consisted of sending straightjackets to CEOs in Manila with the message: If the tough times are driving you crazy, you either start wearing the straightjacket or go attend the one-day seminar with management guru Tom Peters.

The Lions Direct trophies were presented during the Lions Direct and Media Lions awards ceremony and dinner at the Salon des Ambassadeurs, Palais de Festival in Cannes, France. The winning entries can be viewed at www.canneslions.com.


Reported by: Sol Jose Vanzi

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