13th PANAnaw IMC Students’ Competiton: University of the Philippines Diliman Grand Slam Champion
The much-awaited results of the 13th PANAnaw IMC Students’ Competition were concluded last November 17, 2012 at the Philippine Trade Training Center, Pasay City. An annual student competition on integrated marketing communications, its aim is to develop socially responsible marketers through meaningful, relevant and timely topics.
This year’s case study – Solid Waste Management- is in support of the Department of Environment and Natural Resources’ (DENR) information drive to achieve a Zero Waste situation across the Philippines. A total of 25 entries were received and the five finalists battled it out with wit, creativity and heart as they presented their campaigns before the judges.
Renowned and respected industry names that included in the panel of judges were Gino Borromeo–VP, head of planning, McCann Worldgroup Philippines; Atty. Juan Miguel Mitch Cuna-director, Environmental Management Bureau-DENR; Lucien Dy Tioco–senior vice president for sales and marketing, Philippine Star; Clint Navales–head of external relations, Procter & Gamble Distribution Philippines; Venus Navalta–chair, ZenithOptimedia Philippines; Peachy Pacquing–CEO, Ogilvy & Mather; and Gigi Tibi–CEO, Creative Juice.
UP Diliman was crowned champions—a three-peat for the said university. Their campaign, entitled “SWAK Attack”, banked on the youth’s need for social affirmation through social media. Judges lauded their presentation and precise market segmentation.
History was made when a special award, dubbed the “We Want to Hire You Award”, was given to UP Visayas by Gino Borromeo of McCann Worldgroup Philippines. He praised the team for showing maturity and sophistication, adding, “These people are better than us.” As for their campaign, “Bahayanihan”, first runner-up UP Visayas devised an incentive mechanism to reward households who practice proper waste segmentation with coupons.
Asia Pacific College was second runner-up with “Ops”. The presenters were in character as basureros, with a very biting campaign pushed by a catchy jingle, and endorsed by Mon Tulfo.
Atty. Cuna thought it was a very good idea, while Dy Tioco found it very relevant and youthful.
Third runner-up De La Salle University, with their “B2B, Basura 2 Bahay” campaign preached that segregated waste can be “up-cycled” by proposing the conversion of waste materials into actual houses through a proven process.
“Itodo na’to, Kaya mo 2!” by Assumption College landed 4th place. The campaign is about taking baby steps into waste segregation by adding a second trash can in every household.
Hardwork was not put to waste. Everyone who attended the event took home learning, not only about integrated marketing campaign strategies but also on ways to care for the environment through solid waste management.