CEBU, Philippines - In the recently-concluded 1st PANATA Awards, the Philippine Association of National Advertisers’ (PANA) Award-Giving body, Campaigns Cebu and Electrolux Philippines earned a Silver Award for Marketing Services under the Special Events Category.
The event entered into the competition was “A Thousand Kilos for Heavy Loads and Lighter Hearts”, where donors were encouraged to bring in their unwashed clothes to specific drop-off points across Metro Cebu and Electrolux would volunteer its new line of washers to clean the clothes before turning them over to ABS-CBN for donation to the victims of Typhoon Ondoy.
Living up to the company’s “Thinking of You” tagline, Electrolux embarked on a tri-media campaign, tying-up with ABS-CBN as its media partner, to encourage donations. At the end of the event, instead of a thousand kilos, 4 thousand kilos of clothes were washed at the Ayala Center Cebu and turned over to ABS-CBN for donation.
As part of the PANATA Awards’ criteria for judging, a sales component had to be involved; with the event, Electrolux was able to sell thirty (30) of its washers on-the-spot, with Metro Gaisano noting a 180 percent rise in gross sales – proof of the event’s effectiveness in raising awareness about the Electrolux brand while helping out the victims of Ondoy.
“This is a real double win for us,” Vicki Pastoriza, Media and Accounts Director of Campaigns Cebu, who came up with the idea for the event, shares, “we not only helped those who needed clothes the most, we were also able to increase the sales of Electrolux. This award is really just icing on the cake.”
Once known as the PANA Values Awards, the new PANATA Awards stands for Philippine Association of National Advertisers’ Truth in Advertising, citing efforts made by its members to promote ethics and principles to consumers. It recognizes member companies who have communicated their brand by promoting exemplary Filipino values while encouraging the development of outstanding communications campaigns using Filipino values as content, further enhancing the organization’s upholding of “Truth in Advertising.”