coreycruz
coreycruz

Integrated

It’s More fun in the philippines

THE PEOPLE-POWERED TOURISM CAMPAIGN

 

We didn’t have a big budget, but we did have the pride of millions of Filipinos. So we gave them a rallying cry and launched the templates online, generating over a quarter of a million memes since its  launch, making it the most successful campaign for any South East Asian country that year. These memes formed the bases for print, TV, mobile app, and banner ads for the global campaign.

This campaign has been listed #4 in WARC 100’s Most Effective Campaigns, and won the Spikes Asia Creative Effectiveness award in 2016, an award that is given to the most effective creative campaigns in Spikes for the previous five years.

 
 
adventure-albay-clouds-672358-dark.png

Website

With so many things to do in the Philippines, the first thing we ask tourists is, “What would you like to do?” So we created a site that lets you find places to go to, whatever may float your boat. Like the rest of the campaign, all the imagery, headlines, and destination articles for all 81 provinces are crowdsourced.

MOBILE APP

We curated the best memes, secured the rights to use them, and created a calendar of fun for every single day of the year. Each day has a reason why it’s more fun, a destination and how to get there, fun fact, things to do, and allows you to create your own shareable meme. Truly a country travel app made by an entire country.

 

OUTDOOR

We had relevant placements abroad, poking fun at locations and showing how different it would be in the Philippines.

 
PARIS — “Asking for directions. More fun in the Philippines.”

PARIS — “Asking for directions. More fun in the Philippines.”

LONDON — “The Underground. More fun in the Philippines.

LONDON — “The Underground. More fun in the Philippines.

 

CASE STUDY VIDEO: CAMPAIGN LAUNCH

THE IMPACT

  • 4.3 million Instagram photos to date (2019) tagged #itsmorefuninthephilippines — the largest co-created tourism campaign on the planet.

  • The year the campaign launched in 2012 marked the first time the Philippines saw its tourist arrivals go beyond 4 million at 4.27M arrivals.

  • Tourist arrivals now average 9.2% year on year growth, with 6.62M arrivals in 2018.

  • Philippines is now in the spotlight for tourism, with citations such as Palawan and Boracay listed as Destinations of the Year for various international publications, Vigan as one of the New Seven Wonder Cities of the World.

AWARDS

  • Spikes 2016
    Creative Effectiveness - Awarded only to campaigns that have been successful at Spikes in the previous 5 years

  • WARC 100’s Most Effective Campaigns

  • Asian Marketing Effectiveness Awards — Gold

  • Kidlat Awards 2013
    Integrated Campaign — Gold
    Digital & Mobile Viral Marketing — Gold
    Digital & Mobile Community Solutions — Gold
    Digital & Mobile Media — Silver
    Digitally-led Integrated Campaign — Silver
    Website — Finalist

  • Asian Marketing Effectiveness (AME) Awards 2013 — Gold

  • Boomerang Awards 2012
    Brand Experience — Gold
    Channel Experience — Bronze

  • Spikes Asia 2012
    Integrated — Bronze
    Digital — Bronze

  • AWARD Awards 2013
    Social Media — Bronze

  • Adstars Asia 2012
    Integrated — Silver

  • Webbys 2013 — Honoree

  • Adfest Asia 2013
    Lotus Roots — Finalist