Lola Techie Campaign garners top marketing effectiveness award for Asia Pacific

Bayan Telecommunication's Lola Techie Campaign was recognized as among the most effective communications campaign of the past year by the Asia Pacific Advertising and Marketing Effectiveness Awards, the region's premiere marketing effectiveness show.

The campaign, done by BBDO Guerrero / Proximity Philippines in partnership with Geiser Maclang Communications, was singled out for a Gold Award for Most Effective Use of Interactive Marketing at the award ceremony in Shanghai China recently.

Bayan Telecommunications Managing Director Fred Bernardo said: "We are extremely proud of the achievement of the Lola Techie campaign, not just in terms of creativity, but in delivering the results. Since the campaign started, revenue from our DSL business has grown by 27% while our subscriber base grew 19%. We have already felt and seen the impact of the campaign on our business and this award is just a validation of that."

"The Advertising & Marketing Effectiveness Gold Award for Bayan is the first for The Philippines. This win clearly proves that there is a demonstrable link between creative excellence in communication and return on marketing investment as the campaign has been consistently recognized at both creative award shows and now at the leading effectiveness award show in the region," stated BBDO Guerrero / Proximity Philippines' Chief Executive, Paul Roebuck.

"The recognition received for Bayan show that Digital marketing has come of age in The Philippines," commented David Guerrero, Chairman & Chief Creative Officer of BBDO Guerrero / Proximity Philippines, "and it validates our strategy of building teams with a strong mix of traditional and digital marketing skills working closely together to answer our Client's marketing challenges. We share these awards equally with our Clients and fellow Agencies who we worked with to maximize the power of the creative idea. In particular, the huge success of the Bayan campaign would not have been possible without the partnership and belief of our Clients at Bayan and the committed, tireless work of their PR Agency partner, Geiser Maclang."

This year's Asian Marketing Effectiveness Awards were judged by the region's leading marketing and agency heads; chaired by Bob O'Leary, Managing Director of Global Advertising at Citi. The judging panel included heads of marketing for Kraft, Nokia, P&G, Volkswagen, Shangri-La Hotels, Anheuser Busch InBev, SAB Miller Asia and Visa.