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The official publication of UP Advertising Core

Issue 2 First Semester AY 2012-2013

We’ve got

a t s i t u a B n o m Ra talking about going viral in this Social Media Issue

Bench and its ageless glory

Know the story behind the advertising success of one of the leading clothing brands

Advocacies Online

A list of some of the great advocacy campaigns that made use of the World Wide Web as a platform


The anatomy of

event branding and marketing


letter from the editor | staffbox



hen we were chosen the to be part of this semester’s Juiceletter team, all of us were really excited and were pumped up to make Juiceletter juicier and pulpier than before. We had countless plans, various ideas in mind, and numerous stories that we wanted to pursue. But all of us only have one vision—to make Juiceletter a legitimate advertising magazine. It was a difficult task indeed. Coming up with a publication was never easy. As time passes, as deadlines approached, and as our individual schedules became so hectic, we then realized our limitations as students. But our commitment for this publication never dwindled. That’s why we worked harder for this second issue, serving you only the juiciest news on advertising. Social media has gone a long way as well. From being a platform for testimonials and adding friends, to becoming an efficient tool for advertising, social media has evolved in more ways than one. In this issue, we bring you the new media landscape and a list of effective online advocacies. We also explored a local brand that has been utilizing the social media really well: Bench. And since elections are coming up, a warning on premature campaigning might keep you aware. And to top that, we have Internet action star, Ramon Bautista, to talk about viral advertisements. Let me get this opportunity to also thank my very dedicated team members who have handled the pressure really well. To Carla, Loj and Cris, thank you for submitting your articles…late. Kidding! Your innovative ideas and your persistency in getting an interview with the sources kept this magazine alive. To Ja, your work ethics has kept me grounded. Your awesome layout made this magazine up to par with professional standards. To Iyay, your luminescence and your bubbly personality has always kept the team going. To Josh, your diligence in doing your tasks and even going beyond it has made the magazine financially successful. And finally, to the Execore who have been very supportive with the team’s vision. In behalf of the team, we would like to thank you for scanning and reading Juiceletter in print or in online form. We hope that we have shared with you a thing or two about advertising. As what Sir Ramon Bautista said, “Gawin niyo ang trip niyo!” And true enough, we did—with Juiceletter. Ad infinitum!


Editor-in-Chief Eunille Santos Features Editors Loj Guimapang Carla Mas Cris Sarmiento Layout Editor Janina Guerrero Finance and Corporate Affairs Manager Joshua Ahyong Human Resource Manager Iyay Vargas Contributing Photographers Nikko Pascua Kimberly Pauig Interns: Therese Aseoche Cairo Domingo Executive Core Angelo Avendaño Nikko Pascua Ariane Tan Danalaine So Joe Drigo Enriquez Camilla Carag

President VP for Creatives VP for FCA VP for HR VP for PRP VP for SEAL

Did you like the new layout of Juiceletter? Content? Tell us what you think. Send us your comments, questions or suggestions to We’ll be waiting for them.

The Juiceletter is the official publication of the organization. It gives its readers an inside guide to the world of advertising, making the field more relatable to students. Juiceletter provides useful information and features that could help young advertising enthusiasts understand the ropes of the trade. The UP Advertising Core (AdCore) is the only student-run, not-for-profit organization and student advertising agency based in the College of Business Administration of the University of the Philippines, Diliman. It provides training opportunities for advertising enthusiasts through fora featuring renowned Filipino industry leaders, exposure trips to leading agencies, and through a number of projects that are relevant to the university and the society. AdCore aims to be the stepping stone of UP students who want to take their creativity to the next level and realize their potentials in the field.


October 2012

in this Social Media Issue


AdSights Getting to Know You Ad-Spiring Others Happily Ever After: Gangnam Style


AdCritique Premature Campaigning


Features Digitized: Twister Fries


AdMark Going viral with Ramon Bautista


AdBrandhat do you get when you mix a Disney Fairytale romance with the swag of A BENCHmark in Silver Korean music, topped with a dramatic social

15 17 18 19

Gangnam Style W

issue—an insane motley of culture and a unique mark of creativity found only in the College of AdWork Business Administration (CBA).

TheEntitled New“Fantasia,” Mediathe Landscape annual Organization

Presentation was held last August 31 wherein

CBA-based organizations grouped into four to AdList promote gender equality through a retelling of Advocacies loved Disney Online stories with an integration of songs by prominent Korean pop bands.

Group UP JPIBA, consisting of the Junior Features Institute of Accountants and AnPhilippine Unbounded Interschool BusinessLegacy Association, garnered the

top spot with their take on Sleeping Beauty with the music of SNSD, bagging also awards for Best Features Screenplay, Best Costume and Best Set Design.

Make your event a star Other awards went to UP JMS (Junior Marketing

Association and Society of Emancipated Men) for best Musical Score; Keempee Gacula and Pulpy Goodness Wesly Cortez of UP JPIBA for best actor and best AdCore’s Famous supportingTumblr actor respectively; Keiko Tsuji from FABCore (Junior Finance Association, Association of Business Majors and Advertising Core) for best actress; and Katz Salao from UP JMS for best supporting actress. The event was judged by Nico Macabuhay of the Lesbians, Gays, Bisexuals and Transexual movement, L’Oreal Representative Ivania Sy, director and scriptwriter of Steadycab productions Ericka Oyales, and Entabladong Ateneo theater actor and choir adviser Mike Cuepo. therese aseoche


o pascua layout therese aseoche


Happy Ever After,


people, events, events and people, and everything everything AdCore AdCore Audie Orleans from the Advertising Standards Council and Roger Pe of the 24-Hour Creative Store, graced AdCore’s alternative class program during the university-wide Alternative Classroom Learning Experience to impart knowledge to the attendees about the “yes’s” and the “no’s” of advertising, and what lies in between.

getting to know you

Aspiring members get their gamefaces on as they race their way around UP for AdCore’s crazy, colorful, sticky-sweet Team Building Seminar. Applicants go head-to-head to show the world just who’s got the most teamwork, energy, and Adrenaline Rush to push them first to the finish line.

There’s no mistaking the dreamy-eyed, slack-jawed participants of Made in AdCore just coming out from the seminar. Who wouldn’t be awestruck by any of the AdCore alumni such as Farrah Rodriguez and what they had to impart to the young aspirants?


As the semester rolls by and the application process advances, prospect and established members alike continue to be provided with awesome activities set to toughen the bonds between them. These events also targets at making the members fully understand their role as an advertising agency within campus. Here, AdCore does all it can to make their entire stay a worthwhile experience.

Everyone gets pumped up to hear just what’s about to go down in AdCore’s second ever TGAF (Tambay and General Assembly Friday). And a big, fat family dinner tops the night off.


people, events, events and people, and everything everythingAdCore AdCore

Tatak Botante, a project by ABS-CBN, the University Student Council, the National College of Public Administration and Governance, and AdCore, aimed to help spread awareness and literacy for responsible voting in preparation for the 2013 elections.

Along with eight other advertizing organizations in different universities, delegates from AdCore attended the annual FAO Gen Ad where speakers from McCann Worldgroup, ABS-CBN, Gardenia Bakeries, and DDB DM9 JaymeSyfu shared insights and experiences in the state of advertising in the country.

ad-spiring others

Any organization in its right mind will refuse to let its large roster of members and applicants to stay cooped within the four walls of its tambayan. Thus, some of AdCore’s biggest events include projects that provide opportunities to step out and reach out to others, whether it be for socio-civic awareness, or to impart knowledge about the core of the org — advertising. Some of these projects also allow those within and beyond AdCore to hone their creative skills, and experience being true creative professionals.

text therese aseoche and cairo domingo photos nikko pascua layout therese aseoche

“Level UP!” yelled the Teenspeak organizers as they launched this year’s idea-generation competition in partnership with Greenwich franchise at the AS Parking Lot. UP barkadas get to enjoy a sumptuous pizza eating contest, free pizza giveaways, and a grand pizza slicing to officially open the competition. What a delicious way to open an event!

Barkadas who signed up for the Teenspeak were given a mini-workshop with prominent speakers from the field of advertising, including key persons from Greenwich. Contestants were briefed with the company’s history and background in preparation for their proposal making.



people, events and everything AdCore

Happy Ever After,

Gangnam Style W

hat do you get when you mix a Disney Fairytale romance with the swag of Korean music, topped with a dramatic social issue—an insane motley of culture and a unique mark of creativity found only in the College of Business Administration (CBA). Entitled “Fantasia,” the annual Organization Presentation was held last August 31 wherein CBA-based organizations grouped into four to promote gender equality through a retelling of loved Disney stories with an integration of songs by prominent Korean pop bands. Group UP JPIBA, consisting of the Junior Philippine Institute of Accountants and Interschool Business Association, garnered the top spot with their take on Sleeping Beauty with the music of SNSD, bagging also awards for Best Screenplay, Best Costume and Best Set Design.

The event was judged by Nico Macabuhay of the Lesbians, Gays, Bisexuals and Transexual movement, L’Oreal Representative Ivania Sy, director and scriptwriter of Steadycab productions Ericka Oyales, and Entabladong Ateneo theater actor and choir adviser Mike Cuepo. therese aseoche


photos nikko pascua layout therese aseoche

Other awards went to UP JMS (Junior Marketing Association and Society of Emancipated Men) for best Musical Score; Keempee Gacula and Wesly Cortez of UP JPIBA for best actor and best supporting actor respectively; Keiko Tsuji from FABCore (Junior Finance Association, Association of Business Majors and Advertising Core) for best actress; and Katz Salao from UP JMS for best supporting actress.

AdCritique advertisements at spotlight


#Premature Campaigning E

ight months before the 2013 elections, infomercials of political figures and supposed public office aspirants start haunting our television screens. Packaged primarily as advocacy campaigns, these advertisements feature politicians promoting different social and national causes. Pressing issues such as poverty, maternal health, and environmental concerns are among their main focus, briefly discussing the problem and providing possible solutions. It is expected that more ads like these will turn up as the elections grow near, with the richest contender dominating airtime as it was in 2009.

An infomercial in itself is never an issue. In fact, when done properly it can effectively deliver the message that needs to be conveyed. Such kinds of ads have been proven to be useful, if not essential, in raising awareness of a multitude of concerns. Even in the world of social media, infomercials have been viewed and shared by millions of users. However, ads of political figures today are a totally different matter. More than the advocacy being advanced, it is the sole presence of these personalities and the timing of these ads that need to be questioned. There is definitely nothing wrong with persuading the audience to be eco-warriors or pro-moms. Surely these advocacies mean good, and people might even find them worth supporting. What keeps the viewers in doubt is the way these causes have been presented. Why do people involved in politics and who are assumed to run in the next national elections have to be the ones to endorse it? Why them, and more importantly, why now? Why suddenly appear on TV promoting an advocacy? It doesn’t matter if these personalities have been rallying for their causes Collapse



far longer than their political career. In any case, that should be a given. But why broadcast support for a particular advocacy now that the elections are nearing? The real motives behind such advertisements can somehow be confusing. While the infomercials in question may be seen as a form of premature campaigning, and in many levels it can truly be considered as so, the Philippine law no longer has any hold on such case. A 2009 Supreme Court decision has eliminated premature campaigning from its list of election offenses, giving potential candidates the freedom to flaunt their names and faces through new and traditional media.

The Internet has become an even bigger venue for these political aspirants to promote themselves, with no definite law governing election-related issues in cyberspace. In fact, social networking sites have been invaded by write-ups for and about these personalities, with some having their own fan pages and account followers. A glitch in the law was all it needed to take for political aspirants to nail their agenda. Unethical and unjust their ways with infomercials may be, there is nothing in the country’s legal system that could impede their actions. Nevertheless, premature campaigning masked in ads of good deeds can never guarantee their victory. There is more to be considered than a thirty-second advertisement on TV. An ad, no matter how good it may be, can never be the measure of what a person can do. We only hope—fervently hope and pray—that the voting population thinks the same. AdJudicator





#Twister Fries E

verybody knows about Twister Fries. It’s McDonald’s answer to the potato lover’s plead to the almighty fast food deity. But in the true fashion of all good things coming to an end, it was only available for a limited time. From an initial three-week run to a two-week extension, McDo never fell short on giving us this reminder:

“PRIORITIZE TWISTER FRIES!” And where else should Mcdo send this message but through the web? AdCore sat in with Leo Burnett’s Digital Creatives Officer Dino Cabrera, Chief Digital Officer Pao Peña, and Mcdonald’s Account Manager Cha Salamat to know more about how #TwisterFries rocked social media. The Twister Fries campaign was purely digital – there were no TVCs, no other ATL strategies, but it clicked because the campaign was thought out step by excruciating step. Why digital, one may ask? “It’s more of the talkability,” said Sir Dino. “Twitter becomes a venue where people rant and rave about certain things.” “Even when there was no Twister Fries available in stores, people were already talking about it. So the role of the brand is to provide an environment for people who want to share that love,” said Sir Pao.



But spurring the Filipinos’ existing love for Twister Fries is one thing; the love had to be translated into action. “People are already talking about the brand in patches. So how do you bring that all together and make that love come out?” Sir Pao added.


This gave birth to the hashtag,“#TwisterFries.” Majority of Asians love taking pictures of their food. “It empowers people,” Sir Dino said, adding that “Filipinos want to share to the world what we’re doing, what we’re eating.” He said Leo Burnett just utilized that insight and hoped that they would get enough people to talk about it so that it would self-sustain. It wasn’t that easy, though, because it shouldn’t seem like the brand was selling you something. “It had to be authentic. You can’t say buy this or buy that, it sounds like the brand talking to me. But if the brand would do talk to me, it should be through somebody who is my friend, somebody who I can relate to,” said Sir Dino. “#TwisterFries” trended a couple of times in the Philippines.There was even a point when it trended worldwide, which got picked up by the international media. “Actually, most of the PR was unsolicited,” said Miss Cha. “Adobo and ABS-CBN were doing reports on it already, and then it appeared on Bloomberg. People in the US were also asking for it.” According to Sir Pao, however, trending was merely secondary. “Products or brands trend not because they’re engineered to trend. They trend because there’s already an existing belief, trust, and passion for the brand.”

He cited Jessica Sanchez as an example. “People had a cause to actually tweet about her because they were passionate about her talent.” She was also FilipinoMexican, so both the Filipinos and the Mexicans were rallying for her. “It wasn’t because she, as a brand herself, said ‘okay, make me trend.’”

above Pao Peña and Cha Salamat: the people behind the trending Twister Fries

The impact of digital advertising on Twister Fries was huge. Sir Pao shared that McDonalds was overshooting its target per store, per day.“There was actually a public clamor for it, but it was a stock issue,” added Sir Dino. In fact, several memes have sprung up on Tumblr and 9GAG, all pushing for the run to get extended. A Facebook page called “Twister Fries, Please Don’t Go” even rallied for the product to be a permanent part of the menu. “Social media is what you make of it,” said Sir Pao. “It can make or break a brand,” adding “if you look at how we invest in brands, you invest in millions of dollars in brand equity. You can’t make millions overnight, but you can lose it.” “The power of social media lies in knowing more about people.” “Twitter is very dangerous. Effective, yet dangerous,” shared Sir Dino. “People are very forgiving, but you shouldn’t treat them like idiots.” “Part of it is timing, too. Part of it is luck.” Loj Guinmapang



marking the industry one person and agency at a time

l Going vira ista with Ramon Baut

The not-so-funny truth about social media

0:30 / 3:00 Text and interview by Eunille Santos

Photography by Kimberly Pauig


e is not Piolo Pascual, but he currently has 300,000 followers on Twitter. He was not involved in a scandal, but his videos go viral and gets hundreds of thousands views. He does not post controversial items, but he gets 200 plus Formspring questions every now and then. He does not star in any tear-jerking drama, but he touches his audience’s lives with his “tales from the friend zone.” He may not be a mainstream superstar…yet. But in the online world, his name equates to an internet action star—according to his Twitter account. No matter how many local Filipino celebrities have claim their fame through the Internet, you can’t miss out his name as one of the few who have crossed and invaded almost all social media platforms—from Facebook to Twitter to Formspring to YouTube—and now even in the television and the silver screen. And Ramon Bautista perhaps already knows the secrets in going viral and famous through the online medium. “Ako? Hindi ko naman talaga intensyong sumikat, pero ginawa ko lang yung mga trip kong gawin,” he laughingly said.



marking the industry one person and agency at a time

Viral alert! From his hundreds of thousands Twitter followers and video views on youtube, Sir Ramon, as what his students call him in the University of the Philippines (UP) Diliman, College of Mass Communication, emphasized how social media became relevant to everyone, especially when it comes to advertising and promotions in relation to their audience. “Sa social media, huli mo agad attention nila. Lalo na kapag ‘influencer.’ Marami kaagad na makikinig sa’yo,” said Sir Ramon. Furthermore, the internet superstar said that social media users are people who can afford gadgets which are capable of networking, therefore, are also people who have the purchasing power to buy products sold and promoted online.

ng basura (swimming along a sea of garbage)” meme became a modified viral photo spread across Facebook. “Nakakatawa sila, parang joke na shineshare. Di ba nung unang panahaon, nagfoforward pa ng jokes noong 5110 pa, or ng bear na nakakakilg?” Consistent branding is also a way on how to get people to follow you and what you sell. According to Sir Ramon:

“Syempre yung ipopost mo yung consistent sa character na pinoportray mo. Kunyari kung ikaw yung action star, o pogi guy, sabihin mo nag-gi-gym ka, may mga kasama kang chicks. O kung komedyante ka, magpopost ng mga nakakatawang bagay.”

text eunille santos photos kimberly pauig

“Ang audience ng social media kadalasan may computer, may mobile phone na capable ng networking. Ibig sabihin, kapag may pambili sila niyan, may pambili rin sila sa produkto na binebenta mo sa kanila.”

Advertising rides with this bandwagon by taking advantage and devising ways on how to make sharp and witty ads that can translate as viral trends in the social media. Sir Ramon gives the Magnum as a good example on how products can get free and instant publicity through the social media.

Supplemented with the capability to know the demographics and target your audience, the emergence of such medium also opened the gates for more innovative and creative means to reach the audience, hound them, and the next thing they know, they are actually helping in the promotion of a product or a service—a viral post.

“Tignan mo ngayon ‘yung Magnum. Iyan ang pinkamodel ng social media advertising. Halimbawa, kapag nag-Magnum ka, susyal ka. Kasi ‘yun yung kinakain ni Liz Uy ‘di ba? Parang kung napicturan ka na kumakain ng Magnum, ibig sabihin susyal ka,” Sir Ramon referring to the viral trend in Facebook of taking photos while holding and eating a Magnum Ice Cream.

According to the UP professor, the key to a viral post is an element that your audience can identify with. It should spark a discussion or the audience must be able to relate to it.

The Twitter celebrity also said that the products’ Facebook like pages, Twitter accounts, and their websites are the new “see posters and print ads for details” found in printed publicity materials before. But Sir Ramon also emphasized that although social media ads have advantages over traditional mediums like its spontaneity, pop culture references and its life span, it will not replacing print or TV or other platforms any time soon.

“Sa karanasan ko, nagiging viral ‘yan pagka maraming nakakidentify sa sinabi, sa current events na relevant sa panahon ngayon. O kaya pwede kang magsabi ng mga kontrobersyal na bagay. Sabihin mo hindi totoo ang pagibig,” said Sir Ramon, followed by a quick laugh. Humor is also a key and a trick that never fails, says the comedian. He cited Senator Manny Villar’s campaign ads back in 2010 when his “nasi-swimming sa dagat

“Hindi natin alam, kasi pa-evolve nang pa-evolve ‘yung social media and media in general. Hindi naman palitan, siguro magkasabay. Parang dyaryo at TV.”



marking the industry one person and agency at a time

0:30 / 3:00

Being friend zone-d Sir Ramon has also conquered the world of YouTube hits and videos. His popular viral video “Tales from the Friend Zone” received hundreds of thousands views, countless shares in Facebook, and many people, from the heartbroken, to the “currently in a relationship,” to those in the “it’s complicated” stage, and even to those who “just got single again.” The inspiration behind the conception of the idea? It’s Sir Ramon’s Formspring account. “’Yung Formspring ko ginagawang question and answer ng mga tao, e puro love questions yung nilalagay. So naisip namin, kung puro ‘yan ‘yung mga concerns niyo, sige gawa tayo ng video. Kami ni RA Rivera, nakaisip gumawa ng video na parang akala nila pag ibig na, pero pagkakaibigan lang pala.”


In spite all these success, Sir Ramon stays humble and happy on what he had accomplished. The only advice that he wants everyone to remember is that if you want to become an online superstar, you must like what you do and you must be able to relate to people.

“Ayun, ‘wag niyo munang ambisyunin kasi yung ‘Tales from the Friend zone’ ginawa lang naming, trip lang talaga eh. Gusto lang namin ni RA Rivera na gumawa ng video na mag-e-enjoy lang kami. Hindi naming ginusto na magka-100,000 views yung video. Okay lang, matutuwa kami pero ang goal eh matawa kami sa ginagawa namin at mag-enjoy.”

“Well, yung Internet video, hindi pa yan viral, hindi ka gagawa ng viral. So, kapag nasa Internet pa lang yan, Internet video pa lang yan. So, ang masasabi ko lang, gawin niyo lang kung anong trip niyo,” Sir Ramon added. l

text eunille santos photos kimberly pauig

The comedian explains that the concept became viral since many people can relate to it. And since the theme was mostly inspired by the people’s questions and demands, especially the youth, the idea instantly clicked, calling for follow-up episodes which constantly garners more than 100,000 hits and views.

“Kasi ‘yan ang mga istorya ng buhay nila ‘yan eh. Halimbawa, gagawa kami ng video tungkol sa mga yate, malay nila sa mga yate ‘di ba? Gusto nila kiligin. Gusto nila magka-boyfriend, magka-girlfriend.”


history of advertising greatness

“Ageless” It is one of the leading brands in the local clothing scene that have been worn by all people from different demographics—redefining fashion into lifestyle, of all period, of any age.

A BENCHmark in Silver

A brand that we all know and a brand that we all love— to wear.

“Uncut: A Bold Look at the Future”

Research and compiled by Eunille Santos

“Experience Blackout”

This clothing empire’s success will not be trimmed or cut short any time soon as it offers its Filipino and global audience a look into the future of Philippine fashion—even becoming the measure and the standard in the ever-changing changing world of timeless fashion: from runway glam to street-smart chic.

A product “blackout” for its competitors? Perhaps. But this brand is without a doubt going to continue on wearing its garment, strutting its way to the top—from being a first choice in every Filipino’s closet, surmounting majority of the giant billboards in EDSA, to conquering the haute couture limelight in the global fashion battlefield.

text eunille santos photos kimberly pauig

“Bench Universe: 25 Years in the making”

tales from the friend zone youtube video

And definitely, Bench is ready to show its swag for its red, or rather, silver carpet runway-walk as it celebrates its 25th year in the business. Juiceletter unveils the story behind the advertising success of Bench—from being the pioneer of celebrity and image endorsing, to becoming an ageless and a universal brand.

timeline 10



Starting as a Bench warmer. Ben Chan, the man behind Bench, decided to design a line of t-shirts and jeans for men when the success of Suyen, the umbrella corporation behind the brand, got the approval of the SM group to have a concession at the SM Makati Department Store.

Still alive and breathing. The Bench Underwear “Breathable” campaign became a finalist in the 2001 London Advertising awards. Bench was also awarded the Franchise Excellence Award, Hall of Fame in Retail, by the Philippine Franchise Association.



1993/ For Her. herbench/ was launched with Agot Isidro as its first image model. 1995/ On Fire. Bench’s fire was still alive and burning feverously as it receiving a Platinum Award for its “Fire” TVC Campaign at the 14th Philippine Advertising Congress. 11

It also got Dingdong Dantes as one of its main endorser, with a a towering Bench Body Billboard along the busy streets of EDSA. By then, that spot at Guadalupe became Bench’s trademark spot. Bench also received the Global Filipino Franchise Award from the Philippine Franchise Association.

2008/Blackout. The lights maybe? But definitely not the brand’s raising reputation. Held at the Araneta Coliseum, Bench Blackout showcased their trending clothes in the market that screams edgy and fashion-forward.

research and compiled by eunille santos layout by janina guerrero photos bench facebook

1991/Rowing to success. Bench “Sculler” campaign featuring Richard Gomez sculling over silent waters received the Best Cinematography at the 12th Advertising Congress - Araw Awards

2004/ Going Global. Bench received the World Medal for Bench Response “Beauty Pageant” for TV & Cinema Advertising at the New York Festivals.

The start of billboard history. A Bench boutique was opened in Park Square, and Bench Chan got Richard Gomez as its first celebrity endorser. And apparently after that, Bench became the pioneer of using celebrity endorsers as billboard models.

Bench is F4ever. Expanding their market and riding with the Asian wave sensation, Bench got Taiwanese actor Jerry Yan of the popular boy group, F4, as one of its first international endorser.


history of advertising greatness


history of advertising greatness


A Hippie Holiday. Advertising needs to adapt on the season in order to attract consumers, so are clothes. And this is what Bench did. It launched its “Hippie Holiday” campaign with their resident endorsers wearing clothes in billboard ads designed in styled Christmas spirit.

2012 and beyond/

research and compiled by eunille santos layout by janina guerrero photos bench facebook

This year marks Bench’s silver anniversary with their one-word tagline which captures the essence of its brand, “Ageless.” Extending its line not only to clothes and fragrances, Bench intensified its advertising on its hairstyling services with billboards of Bench Fix standing tall along EDSA, with David Archuleta as one of the models.

2010/ Still an Uncut success. With its growing popularity, Bench held “Uncut: A Bold Look at the Future” fashion show at the Araneta Coliseum. Bench extends its trademark use of celebrity endorsers to the world of fragrances and perfumes. The perfumes were cleverly named either based on an attitude or the name of the endorser.


Throw your support. Bench came up with massive billboards of the Philippines Volcanoes as a sign of support for the Filipino Rugby Team. But officials asked to take down the seemingly controversial advertisements as they find it sexually-explicit, with men only in their underwear.

Harnessing the power of the World Wide Web, they launched its first-ever online short film festival, featuring its star-studded endorsers, Piolo Pascual, Lovi Poe, Coco Martin, Lucy Torres- Gomez, and Ben Chan.

#GlobalBenchsetter. Bench further proved that the social media is also a great tool for advertising. It came up with a lot of Twitter and Facebook promos, one of which is free passes for a fashion show top-billed by America’s Next Top Model (ANTM) finalists, Allison Harvard and Dominique Reighard. The brand also appeared in one of the episodes of ANTM which includes the two aforementioned models. The brand continues its advertising legacy by importing international celebrities as its endorsers, including Choi Siwon and Lee Donghae of the famous Korean Pop band Super Junior, Adam Levine of Maroon 5, Joe Jonas of the Jonas Brothers, and American Idol runner-up and Philippine’s very own, Jessica Sanchez, to name a few. With their annual fashion show, this year, Bench held “Bench Universe: 25 years in the making” at the SM Mall of Asia Arena. Guess we will be expecting more fashion shows, TV ads, giant billboards and online campaigns in the coming years as Bench lives up to its company’s creed, “Bench is forever.” l


AdWork the advertising to do work


The New Media Landscape I

t is ironic, but the use of new media is no longer, well, new.

Since the advent of the internet in the mid-90s, there has been a dramatic increase in online penetration in the country, especially in urban areas. And the rate is still accelerating – fast. Mindful of this development, the advertising industry quickly jumped in the new media bandwagon, adapting to the medium in an effort to capture the attention of shifting audiences. For advertisers, the new media environment is both strategic and cost-efficient. “Everyone’s there, so everyone’s doing new media marketing,” says Irma Mutuc, University of the Philippines (UP) professor and advertising and marketing professional. New media is much more organized than traditional media. That’s very important because the audiences today are very nuanced and precise. You have to put focus in your media message for it to reach your target market which is harder to do in traditional media. A lot of money is put to waste in traditional media because the audience is too broad, Mutuc comments. If that’s not enough of an appeal, it should be noted that it is cheaper to advertise and produce ads in new media as well. Mutuc states that

“If done correctly, compared to the millions that you spend in tri-media, you can just spend a fraction of your budget with even better results.”


The apparent advantages of the new media environment, however, have also spurned drawbacks. For one, the ability of advertising to infiltrate many different facets of new media has apparently caused audience fatigue. “People now know that advertising has conquered the new medium, they know when they are reading paid blogs or are visiting sponsored websites. The trust level is eroding,” Mutuc explains. There is also the problem of quality control – there is none for ads in new media. New media has only started being integrated into the policies of the Advertising Standards Council. Lacking the rigor and precision required of ads placed in tri-media, essentially anyone can release advertising on the internet. The result is a proliferation of disingenuous and poorly executed ads. With all these in mind, how can you create advertising for new media that stands out from the rest? When audiences can easily ignore ads with a simple click, how do you capture their attention?

Back to the basics “You still need to know your consumers and what you are going to say to them. Get the right message,” she explains. “In new media there are a lot of possible executions and many different mixes that sometimes we get preoccupied with all the choices. But what’s more important is we go back to who we are talking to and why,” she adds.

AdWork the advertising to do work

According to Mutuc, the importance of consumer research cannot be underestimated. More than just written research, participation and interaction are needed from the target market in order to gain a deeper understanding. “You cannot just make assumptions, not everything that your target market says is true, either. You really need to get out there and share their experiences, more like an ethnography, so you get a general feel of their lives,” Mutuc says.

Precision and interaction Aside from consumer research, Mutuc cites clarity, precision and interaction as key elements in creating new media ads. Take for one the campaign of the New Zealand coastguard where they challenged netizens to help air force rescue locate a missing boat – online. The campaign provided audiences a simulation of what it felt like to conduct an aerial search. For an entire day thousands of people scoured the virtual sea (a live feed of the actual landscape) in search of the missing boat. In the end, less than 10% were successful. “How do you forget that point?” Mutuc asks of the campaign, “the feeling of helplessness, not being able to locate that boat. It worked because it operated in many different levels; cerebral because it told you

something; physical because it let you experience the search; and emotional because it brought forth feelings of helplessness in you,” she concludes. In participating in the online activity, the audiences were not vying for a concrete prize, and yet thousands of people joined the search and free media coverage was generated. It is no doubt that the campaign was a success in procuring more funds for the New Zealand coastguard. “Interactive ads make people engage, it makes them feel part of something. It doesn’t have to be grand; you just have to involve your audience.

Believe it or not, that feeling of involvement or ‘kasali ako’ feeling can move people into action. Engage your audience; this is especially important in new media where form and content must go hand-inhand,” Mutuc says. It is true that new media provides ample opportunities for experimentation and innovation in the advertising industry. However, one must remember not to drown in the sea of possibilities that the new media landscape provides. The basics of advertising can serve as solid ground for those brave enough to explore the world of advertising through new media. Carla Mas



a list of everything advertising

advocacies online


esponsibility and accountability, these are basic demands of citizens to companies and industries that, in one way or another, impact their lives. But in the face of rampant consumerism and profit-driven schemes, these might seem difficult to attain. That is why it may come as a surprise that a lot of companies actually practice corporate social responsibility (CSR) – the deliberate inclusion of public interest in decision making. Certain industries started to promote a cause or an advocacy in tri-media, from health to environmental protection. As consumers jumped to the web, companies found a new, exciting platform to promote CSRs. Because business is a central institution of society, it’s only logical that companies practice responsibility and compensate for the impacts of their activities. When doing CSR, however, it is inescapable to have motives questioned. Many would say that CSR is only a form of image building, a subtle form of advertising – not truly earnest and geared towards profit. In light of new campaigns, however, it is undeniable that CSRs can be very powerful – sometimes even inciting people to move for a cause. Here are some online-based CSRs which, with a blend of insight and creativity, were able to transcend the virtual realm and translated into concrete actions around the world.

Gabriela’s “Bury the Past” Project (PHL) “We admit, we’ve been spreading a scandal video online, and we’re just warming up,” said a Gabriela representative. The video, dubbed “Manila Scandal 2” was created by DM9JaymeSyfu and sponsored by Gabriela Philippines as part of their campaign against electronic violence against women (E-VAW). The video was presented to look like a genuine sequel to a sex scandal video, aimed to induce those searching for similar content to click on the link. In doing so, however, viewers would witness a different kind of scandal, that of a woman narrating how she was shamed, disowned and contemplated suicide after her sex video leaked on the internet. Audiences were asked to share the video on Facebook and Twitter, packaging it as a real scandal to cause shock and curiosity. The video is a follow-up to a similar activation where Facebook users were asked to add the word “scandal” to their Facebook names, disrupting the traffic of those searching for real scandal videos – thereby effectively burying the past.


CNN’s Ecosphere (USA) To bring audiences closer to the 2011 United Nations conference on climate change (COP-17), CNN launched the Ecosphere Project – a digital ecosystem growing with tweets about climate change. The intent was to bring the world’s attention and encourage participation to the global summit – using hashtags. CNN encouraged people to tweet about #COP17. By doing so, audiences were given a real-time view of topics currently in discussion. As people talk about the conference on Twitter, different plants on the ecosphere representing topics like sustainability and CFCs would grow. The ecosphere project gave audiences a visual view of the discussion about climate change, promoting incidental learning about the issue. As a result, everyone could join in on the global conversation.


a list of everything advertising

Secret’s “Mean Stinks” Campaign (USA) Regret almost always comes too late; Secret tells girls who are battling for the title “Queen of the Mean.” This message is the core of Secret deodorant’s “Mean Stinks” campaign, a program that combats bullying. Launched in 2011 on the Secret Facebook page, the campaign encourages Facebook users to upload video apologies regarding acts of “meanness.” Secret intended to make “being nice behind someone’s back” cool with its “good graffiti” application which allows people to share positive messages to friends. With its online T-shirt store, Secret made being nice fashionable. Girls started talking and confessed. Secret started the conversation, the girls did the rest.

No Rights, No Women (Lebanon)

“Slavery Footprint” Website (USA) Ever thought slavery was a thing of the past? Well, think again. According to Justin Dillon, Chief Executive of Slavery Footprint, there are more slaves now than ever before. “Slavery is in everything,” he says. Slavery footprint is a non-profit website aimed at fighting modern day slavery.

text carla mas layout janina guerrero

The website features a questionnaire which asks you to answer questions about your personality and lifestyle. Using a formula based on location of raw materials and finished products, the application gives you a slavery footprint score – estimating how many slaves work for the products that you use every day. After the survey you are then asked to share your results on Facebook and Twitter. Doing so enables you to send a message to a company telling them that you want to know more about the use of modern day slavery in their business. The application earned USD 20 million in free media coverage.

In Lebanon, women are considered half citizens. If it takes becoming a man to become a full citizen, so be it, claimed a group of women who spearheaded the “No Rights, No Women” campaign. Produced by Leo Burnett, the campaign was designed to raise awareness of gender discrimination and legal impediments to women’s rights. Starting in Facebook, women added mustaches to their profile pictures and changed their genders to become men. The campaign highlighted social inequalities such as the absence of custody rights and protection against domestic violence for women. The movement built hype and on March 8, International Women’s day, women took to the streets dressed as men, taking the online campaign to the real world. The event was picked up by international media and racked up USD 1.2 million in free coverage. Carla Mas




Unbounded Legacy Interview by Cris Sarmiento. This reads excerpts from an interview with AdHoc: Unbound Legacy Marketing Head Marty Gonzaga


f you talk about booze and fun—a party that fills out one’s year book, there is only one household name that surfaces. Let’s see what a person behind one of the most successful parties yet has to say about branding one’s organization’s events.

There are so many events happening in the University, what do you think makes an event stand out? Before you talk about the promotions, the logistics, the finances, or the sponsors, for an event to truly stand out, you have to have a great concept. Everything begins with a solid idea that’s not only well-thought out but also relevant to your target market. An idea, however, is only as good as its execution, so you can’t ignore all the nitty-gritty of marketing, finance, creatives, etc. Having a great promotions strategy is important; but if your event isn’t built on a solid consumer insight, a quiz bee will always be just a quiz bee until you can think of a way to make it unique. You have to be not only a pioneer but also be able to outdo yourself next time.

How important it is that your event has a unique branding? Once you have your concept for an event, building the brand is of utmost importance especially if it’s an event that you want to repeat. My professor once quipped, “Marketing is sacrificing short-term profit in order to create long-term sales.” You don’t want people to just know about your brand; you want people to love and identify with your


brand as it holds emotional significance for them. [In other words], you don’t [create] an event just to have an event. You [carry out] an event because you have something to say.

What are the key elements we have to note when branding an event? Integration and Consistency. Everything has to fit in nicely with everything else. You can’t just say, I want this and that guerilla marketing stunt because it’s ‘creative.’ It has to be in line with the message you have to say. Quality Service. Events are all about the people who attend them, because ultimately, they’re going to be your brand ambassadors [as] they tell other people about your event. Empathy. You have to be able to put yourself in your target market’s shoes. By understanding how other people feel, you can build your brand around those insights.

ADHOC is an event almost every college student knows of and awaits. What do you think has become the secret flavor of ADHOC in terms of event branding? I think the reason for the party’s success is that, while we know it’s a fundraiser, we never forget that it’s about building customer relationships. We’re willing to incur expenses and reduce our net profit if we’ll earn it back in ticket sales. From conceptualization to execution, the party-goer is always on our mind. Does our event title relate to them emotionally? It’s like being a Spice Girl: you have to give them what they want what they really, really want.

Branding is more than just the “creative” part. It’s relationship management. ADHOC’s details seamlessly integrate with one another that people don’t just want to try ADHOC; they want to come back again and again. ADHOC provides them with an experience that is consistent to previous semesters but, each time it’s something new. ADHOC: Unveil Reality broke all records by starting with ZERO capital and earning 1.2 million pesos NET expenses. This semester, companies were calling UP JMA and asked if they could sponsor ADHOC instead of the other way around. It’s crazy to see how big the ADHOC brand’s become (and only started being held in the World Trade Center 2 years ago).

What specific points of advice would you give organizations that want to establish a good branding for their events? Love what you do. If you don’t have the passion for your work, then no matter how talented you are, you work will always be [substandard]. There’s no substitute for solid planning. You need to have clearly defined objectives because your plans should always answer the question: will this help me achieve those goals. Once you have a plan, stick to it. Setbacks are expected, but you need to keep your eye on the prize. Think like a President/VP/Owner. Always think-long term. How will this decision affect the next team that will handle this event? How is this project [value-adding] for my organization on the whole? Be honest and meticulous. There’s no substitute for solid execution. If you have a problem with something, if you don’t bring it up to your team, no one will. If you noticed it, someone else will for sure. Have fun! College isn’t about building resumés. It’s about experiencing new things and making friends. My biggest metric for success is that you’re best friends with your team after the semester ends. Benchmark. It’s okay to be competitive, but it’s not okay to be a crab. Respect the events of other organizations, and learn from them, instead of ignoring them. l

Features Make your event a star: A guide to event branding and marketing

By Cris Sarmiento, with insights from Project Manager Ida Necia of Without Limits—the Events Management Group behind Immuvit Adventure Race, Run Rio, Run United, Adidas King of the Road, and QC International Marathon


ou need to organize an event—a debate, a fun run, or a food-eating contest maybe. You know how to go around with the logistics, the promotions; you know just how to pull it off! But when you are about to pin your posters, you see oodles of others carrying events both of similar and different kinds. How does yours stand out? Especially in these times that no organization would want to keep itself under the radar, you do not want a “just another” event. You should not confuse your target to competing with other events, however. You do not want an enemy. Your aim is to name your event its own star. It is not about enlisting your event in the International Star Registry like what Landon did for Jamie; nor is it about merely adding yours up in your organization’s inventory of events—you do not want a senseless use of yours and your team’s effort and your organization’s money. You want your event to be known, and remembered; and here is how: Start with letters and colors. You do not want to rub the obvious and name your event simply as “A Math Quiz Bee”. Give your brain some squeezing and think of a more creative title that will identify your event. Creating your own logo, along with a thematic choice of colors and typefaces, also singles yours out from other math quiz bees, or from other events for that matter. Be careful not to slip into misusing other colors and typefaces in your promotional materials and collaterals. Inconsistency is the last thing you want in branding your event. Create your own show. Ida Necia of Without Limits said that one important key into making your event stand out is to cast it with new concepts or cast it with experts or popular people. Color a simple fun run with obstacles or group-tagging; or have Anne Curtis host your car-stuffing event, for example. There are lots of similar events that have gone before yours, sure, yet there are equally many people who can attend or participate. The key to pulling the lasso is in how much exciting, different, and luring your event is.

Make an online uproar. Social media is a useful platform to market your event—not only does it cost less to zero, it also reaches a pool of people who can talk about your event in a jiffy: instant promotion, that is. But you have to remember that one important thing to take note when using Facebook and Twitter, for example, in promoting your event is to keep them alive. Ida tells that it does not matter how much responses, retweets, or likes you get from your posts— or if you ever get these at all—what matters is to keep the fire burning. Get at least a member of your team handle these online accounts and make sure it is not left dormant. Be honest. Hoax is your worst branding nightmare, if you let it happen. Tell your participants or audience exactly what they will get from your event. Do not entice people with free food and drinks if you do not have a budget for these in the first place. Do not let people expect for freebies if you have none to give away. Promise an exciting event, and make an exciting one. In other words, gain your event a good brand by being a good brand. Invest on words. There is a reason why events branding is always connected with experiential marketing. One word bridges the two: people. Especially for events that are intended to be annual affairs, people have always been the key to creating a good brand. Fail people’s expectations on your event and you won’t see these faces registering again next year. Touch on people’s satisfaction and there is no way you will not gain a good branding. You should also take in mind that your organization does not get any foolproof shield in your event, in fact your event waves its banner high. An event that falls short of people’s standards is a corrupted impression to your organization. The secret flavor to having a good brand for your event, and your organization as well, is simple: make your participants happy. If you plan to organize an event, take time to check if you got these tips all covered and make your event glimmer in that full bulletin board. l


Pulpy Goodness

freshly squeezed creativity served with passion—all from AdCore.

OH YEAH. Anton Salvador

4th year, BFA Industrial Design If I had to call it something, I’d say it’s like my online journal/scrapbook. It’s full of stuff about my personal life, my art, my work, or stuff I just find funny and interesting. From my series of ‘Rude Tagalog Words In Hipster Text And Photos’. My most ‘popular’ post so far with about 2000 notes. I like scanning stuff. So a lot of the photos I post are of things I get during my day and then I scan, post, and talk about them when I get home

I post mixes from time to time. So I also design album covers for them.

Why are you on tumblr?

I like to practice my digital painting on furniture pieces. This one’s the LCW by Eames.

An indoor planting module prototype I designed. Quick little project I had from 2 different ideas I had previously worked on.

I wanted somewhere to put down my thoughts and works; also to keep in touch with some friends in Baguio since a few of them had Tumblr accounts before me.

If you would be an internet superstar, what would you like to be known for? Probably something like a Design or Music critic. Haha


Pulpy Goodness

freshly squeezed creativity served with passion—all from AdCore.

Reisha Duarte 4th year, BS Interior Design I’ve always been into photography and having acquired the proper equipment for it has inclined me to post (a lot) of photographs of basically everything - places I go to, things that I fancy, or designs I’ve whipped up for school (plates), or for leisure (like cakes!).

Mood Board + Sketchup Model - ID commissioned project (non-acad)

Product Design Flatpack plate for a major

Why are you on tumblr? I joined Tumblr in 2009 because I wanted to get back to blogging (and maybe making page layouts), plus for its social networking purpose. Now, it makes an easy platform for sharing—it doesn’t murder photos like Facebook does —and the dashboard keeps me up-to-date with other blog posts published.

Devil’s Food Cake with Marshmallow Icing

If you would be an internet superstar, what would you like to be known for? It would probably be so rewarding to be recognized for my budding—I hope!—photography skills. It’s something I’m finding myself to be really passionate about, aside from baking, traveling, and designing of course!


The Social Media Issue: October 2012 Juiceletter External Issue  

The first and the only advertising magazine in UP. Issue 2 First Semester AY 2012-2013. For any comment, question or suggestion, feel free t...

The Social Media Issue: October 2012 Juiceletter External Issue  

The first and the only advertising magazine in UP. Issue 2 First Semester AY 2012-2013. For any comment, question or suggestion, feel free t...