BAYAN’S Lola Techie campaign received an award for its funny depiction of a silverhaired Internet surfer even as it helped propel double-digit growth in Bayan’s DSL business for the year.

In the recent Araw Awards held at the conclusion of the 21st Philippine Advertising Congress (PAC) in Subic, the Lola Techie campaign garnered four gold medals for its integrated campaign and for its viral video campaign. It also garnered the Best in Medium in Digital, the highest award, for its effective use of social networking sites. Fred Bernardo, Bayan managing director, said: “The success of the campaign is a reflection of creativity that drives business results, by driving a 45% growth in our DSL subscriptions for 2009.”

VP for marketing Jojo de Jesus reiterated: “Lola Techie exemplifies our brand values of simplicity and ease of use of our service, and consumers have responded very positively.” The campaign has been hailed as the first effective “through the lines” campaign, integrating traditional media like TV, print, outdoor and PR with Internet media like social networking sites.

Name

Email

Website

Title

Comment

smaller | bigger

Subscribe via email (registered users only)

I have read and agree to the Terms of Usage.

Add Comment Preview