McDonald’s Philippines bagged the Gold at the 2018 Boomerang Awards (Booms) for its campaign “McDelivery Pin” created by Leo Burnett Manila.
The campaign, which falls under the Food Service sub-category, was launched during the All Souls’ Day and All Saints’ Day holidays in 2017. The 15-foot McDelivery Pin was conspicuously placed at the Manila Memorial Park and served as the meetup point for consumers and McDelivery riders who brought orders. It was both a public service and marketing campaign.
McDonald’s Philippines was also named as the 2018 Advertiser of the Year at the Booms. Leo Burnett also bagged the Special Award for Digital Agency of the Year.
The Internet and Mobile Marketing Association of the Philippines (IMMAP) initially introduced the Booms as a Digital Excellence competition. In 2013, it evolved into a full-fledged award-giving body to recognize agencies, brands, and campaigns that demonstrate digital marketing excellence.
This year, the Booms attracted a record number of 289 entries from 47 organizations with a number of them falling under Effectiveness (145) and followed by Campaigns (81).
In 2016, it added the Innovation award to recognize the most advanced, original, and inventive digital marketing solution. As an emerging digital marketing platform, several entries utilizing VR (virtual reality) technology vied for the Gold award.
“Marawi 360: Inside the Warzone” is this year’s Booms Gold for Innovation and Bleeding Edge category for the Digital category. Developed by Group of Five Concepts and presented by online news organization Rappler, “Marawi 360” is a two-part mini-documentary shot completely in VR, showing the devastation caused by the rebel siege that happened in 2016. It was presented by journalists Jeff Digma, Carmela Fonbuena, Natashya Gutierrez, and Adrian Portugal of Rappler and edited by Christian Villegas and George Royeca.
VR, being an interactive computer-generated experience happening within a simulated environment, has been gaining ground as one of the preferred platforms to launch various campaigns of different brands.
Manulife Philippines’ “GradMaker: Investing in your child’s future, made easy” earned the company the Gold for Program and Service. The GradMaker app gives parents the tool to invest and prepare for their children’s college expenses while paying it forward to the less privileged Filipino children.
This year’s jury featured experts from the digital landscape, including Abi Aquino, executive creative director, MullenLowe Philippines; Gino Borromeo, chief strategy officer, McCann WorldGroup; Luis Buenaventura II, chief strategy officer, BloomSolutions; Cynthia Dayco, head of Social, GroupM Singapore; Bia Fernandez, basic creative director, Famularcano-Publicis Jimenez; Laurie Lee, client partner, Facebook Client Partner; Kat Luna-Abelarde, group head, International and Carrier Business Group, PLDT; Mic Ng, Interactive Chief Technologist, NuWorks; Peachy Pacquing, founder, The Justice League; Oliver Rabatan, brand extensions director, McDonald’s; and Rey Tiempo, creative officer, Y&R.
The complete list of awardees can be viewed here.