“It’s More Fun in the Philippines” promo landed third among the world’s best marketing campaigns, according to the Warc 100, a global annual ranking of marketing campaigns based on performance, effectiveness and strategy.
Warc announced the rankings in the inaugural Warc 100 recognising the 100 smartest marketing campaigns of the past year.
In giving its ranking, Warc 100 specifically took note of the Department of Tourism (DOT)’s "It’s More Fun in the Philippines" marketing campaign’s tremendous success despite minimal budget allocation.
Warc 100 noted that “how a low-budget strategy tackled an image problem that prevented potential tourists from visiting the Philippines.”
The It’s More Fun campaign was launched in 2012 by the DOT with BBDO Guerrero, one of the country’s most awarded advertising firms.
Since 1985 Warc has been providing ideas and evidence to the marketing and advertising community. It is the home of the world's most effective advertising ideas, research and practice, all in one place.
Warc is designed to help agencies, brands, media owners, market researchers and universities improve marketing effectiveness, inspire communications planning and support proposals with credible evidence. It is the one stop resource for marketing professionals in over 100 countries to get smarter, faster and sharpen competitive edge.
Warc 100’s ranking is mainly focused on marketing that makes a difference, driving business performance or changing consumer behavior.
It also considers if the marketing campaign was able to become a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers.
Also, it takes into account if the marketing campaign was able to showcase the world’s smartest strategies, and the people and organizations behind them.
The rankings are compiled based on the winners of 75 effectiveness and strategy awards from around the world.
Warc.com is an online service offering advertising best practice, evidence and insights from the world’s leading brands. Warc helps clients grow their businesses by using proven approaches to maximize advertising effectiveness.
Warc’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.
Warc also publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of Market Research.
Aside from the It’s More Fun in the Philippines campaign, at the top of this year’s Warc 100 rankings is an Egyptian campaign for Vodafone.
The number two spot was taken by “Small Business Saturday,” a US campaign for American Express by Digitas and Crispin Porter & Bogusky.
Fourth is “Thank You, Mom,” a US campaign for Procter & Gamble by Wieden + Kennedy, while fifth place went to “Overstay Checkout” for Art Series Hotels in Australia by Naked Communications.
The Warc 100 is designed to be a benchmark for commercial creativity. It assigned points based on the awards won (for example, gold, silver or bronze), then weighed those points based on the competition’s rigor and prestige in the global industry.
The Warc 100 has been developed to reflect the growing importance of strategic thinking and measurement rigor in marketing. It will showcase the best work from around the world, and will help raise awareness of the leading cases.
“The growing number of effectiveness and strategy awards around the world shows how important it is to prove marketing can make a difference,” Warc CEO Louise Ainsworth said in a statement.
Warc offers unrivalled breadth of insight into every aspect of marketing, including branding, strategy, digital, shopper marketing, market research, gamification, segmentation, programmatic, behavioural economics, social media, innovation, multichannel and much more.
At the heart of Warc is our premium online marketing intelligence service. Warc.com provides subscribers with unlimited access to advertising effectiveness case studies, marketing best practice, trend analysis, research papers, industry insights, brand updates, news, data, forecasts and event reports, to drive marketing effectiveness.
Warc publishes two highly respected magazines, including Admap, and three leading academic journals as well as organising a range of premium conferences and webinars covering key issues in the world of marketing and advertising.
The rankings were topped by 'Vodafone Fakka', a campaign from JWT Cairo. The case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.
Warc is headquartered in London with overseas offices in Washington, D.C. and Singapore.
To find out more, visit www.warc.com.