Known as the “Stevies - the business world's own Oscar Awards,” the broadband brand of Globe Telecom won prestigious citations for “Marketing Campaign of the Year by a Telecommunications Company” as well as for “Best Public Relations Live Event,” making them among the world’s best achievements in the field of business last year.
Tattoo shone among the brightest in the IBAs with a Gold Stevie for its “Marked for Greatness” campaign set in motion in the first quarter of 2012, which dared the Filipino youth to take a stand and rise above mediocrity, choose authenticity and individuality, and pursue greatness toward becoming agents of positive change. This enabled the Globe broadband brand to differentiate itself from the frivolous imagery of its competitors, reaching out to its market by tapping Filipino personalities as ambassadors who are achievers in their own right and personify the local youth’s stories of struggles, resolve and success.
Using effective channels of communication to deliver its message and sustain target audience interest hinged on the broadband service’s functional attributes such as speed and reliability, personalization and accessibility through various best-value offers, the success of the campaign manifested in Tattoo’s brisk business in terms of subscriber acquisition and revenues, as well as high brand equity index and increase in key brand attributes.
Likewise, Tattoo minted a Silver Stevie for a live event under the Best Public Relations category for the 2012 staging of the Tatt Awards, the first and only social media awards program in the Philippines that recognizes youth standouts on the Web who embody the Tattoo imprint of individuality and greatness, inspiring them to access the Internet to influence their peers. With the theme, “Digital Rockstars, Raddest of ‘em all,” the show unveiled the brand’s new ambassadors who best used social media to spark change through social causes and online voice influence.
In terms of result generation, the 2012 Tatt Awards posted significant rise in key performance indicators versus that of the preceding year’s event: increase in unique page visitors, average duration on the site, unique nominations, total votes and mentions on social networking sites.
Tattoo’s “Marked for Greatness” campaign and the “2012 Tatt Awards” competed alongside more than 3,000 submissions from 50 countries worldwide that went through two months of rigorous preliminary judging and another two weeks of final reckoning. Both entries received high average scores to merit the Gold and Silver recognition.
According to the award-giving body, there were only five winners from Manila, with Globe being the only Philippine telecommunications company in the list.
“Its outstanding performance in the International Business Awards is a manifestation that Tattoo ranks among the best brands in the world. With our game-changing offers and innovative campaigns earning the nod of some of the world-renowned business professionals, Tattoo endeavors to assume a global perspective in terms of its business purview from here on,” said Globe head of Consumer Broadband Business Gilbert Simpao.
The two awards for Tattoo comprise half of the total haul for Globe in this year’s IBAs, which include another Gold Stevie for GCASH American Express Virtual Pay launch campaign for easy and secure online shopping under the New Product or Service Introduction of the Year, as well as a Bronze Stevie for the Globe My Fair Share Program for Corporate Social Responsibility Program of the Year in Asia, Australia, and New Zealand.
Company executives will officially receive the recognitions in a formal gala banquet on October 14 at the W Hotel in Barcelona, Spain.
