Chapter 5

Advertising Campaign

This chapter presents the proposed Integrated Marketing Communication Campaign on

the study of Parents and Children’s Perception of Family Values Portrayed in Selecta Ice Cream

TV Commercials.

Big Idea

Unity and inclusivity of all kinds of families

Campaign Background

Because Selecta Ice Cream already has an ongoing campaign that encourages family

values, the researchers decided to simply augment Selecta Ice Cream’s campaign by promoting

inclusivity whereby families of all kinds—single parents, children who were raised by

grandparents, OFWs and their families, among others—would get together without the feeling of

being out of place or/and alienation.

Based on the results of the researchers’ survey, there is no significant difference between

parents and children’s perceived values; but there is a significant difference between parents and

children’s perceived influences. With that said, the researchers would like Selecta Ice Cream to

communicate with the parents and children in a way that can influence them positively.

Also, based on the results, only the family values of family closeness and love of family

have been evident and consistent throughout the commercials of Selecta Ice Cream.
 The researchers decided to make use of advertising efforts (TVCs, RCs, digital media,

social media, and events) that would promote inclusivity as well as the other remaining values—

respect for parents and sibling(s), attention and affection, thoughtfulness, helpfulness among

family members, and trusting relationship between parents, in their campaign.

Target Market

Families in SEC B and C living in the Philippines

Campaign Goal/s and Objectives

The campaign has the goal of unifying all families living in the Philippines. The

following are its objectives:

1. To make use of aggressive advertising efforts to entice all kinds of families.

2. To create a buzz that would get and hold the attention of parents and children.
3. To have a positive impact and influence to the target market.
4. To nurture relationship of consumers to Selecta Ice Cream.

Creative Objectives and Strategy

Creative Objectives

 To augment Selecta Ice Cream’s ongoing campaign by promoting inclusivity of all kinds

of families through television commercials, radio commercials, digital media, and events.
 To construct a creative plan that will succeed in enticing all kinds of families to attend the

events and integrate more family values in their families.

Creative Strategies

 Television commercials to be aired in all parts of the Philippines

 Radio advertisements version of the TVCs that will also air in the Philippines
  Digital media as channel for posters, TVCs, and updates

Copy Objectives and Strategy

Copy Objectives

 To develop a tagline that will make the target market remember and associate it to Selecta

Ice Cream.

Copy Strategy

 To use the language of the target market—SEC B and C—in TVCs, RCs, digital media,

and during events.

 To develop a copy that would rouse positive impact on Selecta Ice Cream and its

campaign for inclusivity

Visual Objectives and Strategy

Visual Objectives

 To depict real-life situations of families that are different from the mother-father-and-

child/children family setup

 To create a positive impact to the target market by making the TVCs influence their

perception and by making it engaging

Visual Strategy

 To use realistic situations and good actors to portray families splendidly

 To make use of Selecta Ice Cream’s media touch points (TVCs, RCs, and Facebook page)

for campaign branding

Campaign Tagline
“Sama-Sama sa Selecta!”
Campaign Tagline Rationale
The researchers have chosen “Sama-sama sa Selecta!” because they took into

consideration the target market and their language. There is also better recall when the tagline is

alliteration. Furthermore, “sama-sama” literally means “together” and that is what the campaign

would like to rouse in the minds of its target market. Being together, unity and inclusivity, is the

campaign’s goal.
Campaign Strategy
The campaign is augmented in order to unify all kinds of families; it also incorporates

more family values in the families living in the Philippines. It calls the attention of families from

different walks of life. It will run for six (6) months; from the month of May until October. It will

be divided into three phase: Launch, Engagement, and Sustaining.

Phase 1: Launch

 May
- TVC
- RC
- Social Media (Facebook, Instagram)
- Digital Media (Online ads, youtube ads)
- Countdown to Event 1
- Press release (Newspapers, blogs, magazines)
- Hiring of suppliers, manpower, et cetera
- Partnership with Smart TeleComm and SM
- BTL: Posters/flyers for Membership Card and Event 1 (Malls, schools, and

barangay/city halls)
- Influencers: Celebrities like Maxene Magalona and sister, Anne Curtis and sister,

Lucky Manzano and Edu Manzano, KC Concepcion and Gabby Concepcion,

Jennylyn Mercado and son, Jodi Sta. Maria and Thirdy; bloggers too.
o Post to social media
 June
- TVC
- RC
- Social Media
- Raffle (sales promo) begins; every person who bought Selecta Carnival ticket
o Winners
  One winner of a family trip in a cruise ship, all-expenses paid
 Ten winners of a family trip ina cruise ship, 10%-off
- Membership starts
o Php 1,000
o Inclusive of events, raffle ticket, training programs, and 10%-discount on one

gallon of ice cream.

- Event 1: Selecta Carnival
o One-week event
o Everyone can join the carnival
o Php 200 for parents; Php 100 for children; 7 years old and below and

membership cardholders- Free

 Pyrolympics (fireworks)
 Ferris wheels, carousels, carting, acrobats, firedancers, train, clowns,

jugglers, mimes, food kiosks

 Singers/musician guest (One singer only among these: Apl de ap,

Charice Pempengco, Jessica)

The months of May and June will be part of the Launch Phase. In the first month, there

will be an airing of a television commercial that has a realistic portrayal of different kinds of

families, there will also be a radio commercial version for this TVC; the use of digital media—

YouTube and online ads—and social media, Facebook and Instagram accounts of Selecta Ice

Cream, will also be part of the first month. There will be press releases from newspapers, blogs,

and magazines. This is also the month where there will be a hiring of suppliers, manpower, et

cetera for Event 1 (which will be held next month). Aside from the efforts aforementioned, this is

also the month where Selecta Ice Cream will begin a partnership with SM and Smart

Telecommunications.

Then, posters/flyers for the Membership and Event 1 (Selecta Carnival) will be

distributed in malls, schools, and barangay/city halls. In order to provide a “push” or support for

Event 1, Selecta Ice Cream will make use of influencers: bloggers, celebrity families such as
Maxene Magalona and sister, Anne Curtis and sister, Lucky Manzano and Edu Manzano, KC

Concepcion and Gabby Concepcion, Jennylyn Mercado and son, Jodi Sta. Maria and Thirdy, to

post to their social media accounts about their membership cards and upcoming Selecta Carnival

event.

In June, there will be a continuous airing of the television commercials and radio

commercials. It will also be the month where the Membership will begin; it will cost Php1,000

every one person because it is inclusive of all the events, raffle ticket, and training program.

Social media efforts whereby updates about the Selecta Carnival event will be posted; aside from

the information about the Selecta Carnival event, Selecta Ice Cream will also introduce a Raffle

promotion where every person who bought a Selecta Carnival ticket is automatically part of the

raffle; following a one person-one ticket rule. In the raffle promo, there will be a one (1) winner

of a family trip in a cruise ship, all-expenses paid. Furthermore, there will be ten winner of

family trip in a cruise ship, but with 10% discount.

On the week of the Selecta Carnival, there will tickets sold for parents (Php 200) and

children (Php 100); free for kids for ages 7 and below and membership cardholders. There will

be pyrolympics (fireworks display), ferris wheels, carousels, carousels, carting, acrobats,

firedancers, train, clowns, jugglers, mimes, food kiosks, and one singer/musician guest (Apl de

ap, Charice Pempengco, or Jessica) that would be there to entertain the families.

Phase 2: Engagement

 July
- TVC
- RC
- Social Media -post-event photos and videos (Facebook and Instagram)
- Digital - testimonials from attendees of event 1 (Youtube ad)
 - Press release
- BTL: Posters/flyers for Training Programs for Parents (Malls, schools, barangay/city

halls)
- SM Malls affiliation for TPP/Training Programs for Parents
- Membership starts for Training Programs for Parents
o Automatically includes them to the raffle draw
- Membership starts for Training Programs for Children
o Automatically includes them to the raffle draw
- Raffle (sales promo); everyone—parents and children—who availed the membership

for TPP and TCP automatically includes them in the raffle draw.
 August
- Press Release
- TVC
- RC
- Use of campuses and school grounds as training centers for the Training Programs for

Parents and Training Programs for Children.

- Start of Training Programs for Parents (3 months)
o Questionnaire to identify point of weakness
 Vocational courses
o Cooking/baking
o Mechanic/vulcanizing
o Education/literacy, personality and image development
o Aesthetic – hair, makeup nails
 Leisure Courses
o Dancing - ballroom, belly dancing, zumba
o Song-writing
- Start of Training Programs for Children (3 months)
o Questionnaire to identify point of weakness
 Vocational courses
o Cooking/baking
o Mechanic/vulcanizing
o Education/literacy, personality and image development
o Aesthetic – hair, makeup nails
 Leisure Courses
o Dancing – hiphop, jazz, contemporary, zumba
o Song-writing
- There will be competitions - dancing (for children – hiphop; for parents – ballroom);

songwriting (for parents and children) – Finals at the end of the month
- Digital (testimonials from people who are on the ongoing training programs; youtube

ads)
 Second phase: Engagement will be in the months of July and August. In the month of

July, there will be a continuous airing of the advertisements in television and radio. Social media

efforts will continue as well, but this time, posts, photos, and videos of the Selecta Carnival event

on Selecta Ice Cream’s Facebook and Instagram accounts will be posted. There will also be a

YouTube advertisement of the testimonials of the attendees of Selecta Carnival event; as well as

press releases.

Afterward, Selecta Ice Cream will introduce their Training Programs for Parents (TPP)

and Training Programs for Children (TCP) through posters/flyers that will be distributed in

malls, schools, and barangay/city halls. Selecta Ice Cream will have affiliation with SM malls.

On the same month, membership for the TPP and TCP will start; which will also automatically

include them to the raffle promotion.

In August, continuous TVC and RC advertising efforts will happen, press releases about

the TPP and TCP will also be posted. There will be school affiliations wherein Selecta Ice Crea

will make use campuses and school grounds as training centers for the Training Programs for

Parents and Training Programs for Children. The start of Training Programs for Parents and

Training Programs for Children will happen in the same month also. Prior to the training

programs, questionnaires will be given to parents and children in order to identify their points of

weakness. Training Programs for Parents will include Vocational courses (cooking

Cooking/baking, mechanic/vulcanizing, education/literacy, personality and image development,

and aesthetic/hair, makeup nails) and Leisure courses (dancing/ballroom, belly dancing, zumba

and songwriting). As for Training Programs for Children—children from ages 13 to 21 years old

—will include the same vocational courses as to that of the TPP and Leisure courses

(dancing/hiphop, jazz, contemporary, zumba and songwriting). There will also be competitions in
dancing (hiphop for children; ballroom dancing for parents), songwriting (for parents and

children)—finals will be at the end of the month. Aside from these, a YouTube advertisement as

digital media effort will also be posted; it will showcase testimonials from people who are part of

the ongoing training programs.

Phase 3: Sustaining

 September
- TVC
- RC
- Continuation of Training Programs for Parents (TPP) and Training Programs for

Children (TPC)
- Event 2: Selecta-sponsored Camping
o Collaboration with high schools requiring all high schoolers and their families

to join the camping trip in Subic

o Overnight event
o Activities and games
 Letters
 Questionnaire
 Dodgeball, basketball, badminton
 Picnic, camp fire
 Sharing, stories
 October
- TVC
- RC
- Raffle draw winners
- Event 3: Selecta Closing Event
 Graduation of trainees from Training Programs for Parents (TPP) and

Training Programs for Children (TPC)

 Final competition of songwriting and dancing for parents and children
- Digital - testimonials from attendees of event 3 (Youtube ad)
- Social Media
- Offering of jobs for the graduates of the TPP and TPC because of Selecta Ice Cream’s

partnership with SM and Smart Telecommunications

 The last two months of the campaign—September and October—is the Sustaining Phase

of the campaign. In the month of September, TVC and RC efforts will continue. The training

programs for parents and children will still be ongoing. Aside from these, there will be another

event—Selecta-sponsored camping—whereby Selecta Ice Cream will have collaborations with

high schools. Selecta Ice Cream will require the high schoolers and their families to join the

camping trip in Subic. It will be an overnight event wherein activities and games such as letters,

questionnaires, dodgeball, basketball, badminton, picnic, camp fire, storytelling, boodle fight for

parents and children will play and bond over.

In the last month of the campaign, October, TVC and RC will continue. Raffle draw

winners will be announced. There will be an event (Selecta Closing Event) wherein trainees from

Training Programs for Parents (TPP) and Training Programs for Children (TPC) graduate; and

the final competitions for parents and children for songwriting and dancing will happen.

Subsequently, digital media effort (YouTube advertisement) will provide/show testimonials from

the graduates and finalists of the aforementioned Selecta Closing Event. Social media effort will

continue because this is the last month of the campaign. Moreover, Selecta Ice Cream, will make

use of the songwriting contest winner’s piece in making a jingle for Selecta Ice Cream; and, in

partnership with SM and Smart Telecomminucations, Selecta Ice Cream will offer jobs for the

graduates of the TPP and TPC.

For the marketing efforts, the message of the campaign is implanted within the creative

executions that are the TVCs and RCs which are created to appeal, influence, and engage the

target market. All materials are consistent in terms of colors, fonts, copy and other elements for

brand recall purposes.

 In due course, this campaign aspires to create positive change pertaining to family values

and inclusivity of all kinds of families in the target market.

The Campaign’s Timeline

Campaign Highlights May June July August Sept Oct

TVC
RC
Digital media
Social media
Event 1
Event 2
Training Programs
Event 3
Posters
Press release

Campaign per phase

Phase 1 Phase 2 Phase 3

Launch Engagement Sustaining
2 months 2 months 2 months

Television Commercials Television Commercials Television Commercials

These TVCs will show a Continuous airing of the TVCs Continuous airing of the TVCs
realistic portrayal of different will happen. will happen.
kinds of families.
Radio Commercials Radio Commercials
Radio Commercials Same RCs will still be airing. Same RCs will still be airing
The TVCs will have a radio ad
version. Digital Media Digital Media
Facebook and online ads will Facebook and online ads will
Digital Media still be airing/showing. still be airing/showing.
Facebook and yahoo ads will
start airing/showing. Posters Event 2: Selecta Camping
About training program High schools will have a
Posters camping event sponsored by
About Membership and event Social Media Selecta Ice Cream. It will have
1 Same efforts activities and games that
would incorporate family
Membership starts Training Program values and inclusivity.
It caters to parents and
Social Media children Raffle Draw
Posts and updates on
Facebook and Instagram Event 3: Graduation and
competition
Event 1: Selecta Carnival Graduates of the training
Everyone is invited to the program will have competition
Summer Event. It will be held (dance and songwriting)
in Luzon, Visayas, and
Mindanao and will have
activities and games that
would incorporate family
values and inclusivity.

Media Rationale

Television Commercials

TVCs will be used because it is the main medium used by Selecta Ice Cream. Its

numerous commercials with the Villaroel-Legaspi family made brand recall easier. Television is

also still the number one medium. The researchers will make use of unfamiliar actors—non-

celebrities—to have a much realistic portrayal of different kinds of families, allowing the target

market to see that even the families who do not have the traditional family setup (father-mother-

children) can still be happy.

These TVCs will air in two biggest TV networks and cable TV networks in the

Philippines during the prime time hours, in the morning, and in the afternoon. It is because the

researchers want to appeal to all kinds of families in different classes and statuses. The TVCs

will air for six months from May until October.

Radio Commercials
 There will be radio commercial versions of the TVCs; it will be aired in the top 3 radio

stations of in Metro Manila. Like the TVCs, these radio commercials will air for six months from

May to October.

Digital Media

Selecta Ice Cream will make use of digital media as well such as the Facebook page and

online advertisements among others as its platform in order to tap the high schoolers and their

parents who are in the online setting.

The videos of the TVCs, posters, and updates will be posted in the Facebook page.

Online advertisements would consist of parts of Selecta Ice Cream TV commercial and their

logo. The online ads will be shown in the six months from April until September.

Events

Selecta Carnival

One-week event comprises of pyrolympics (fireworks display), ferris wheels, carousels,

carousels, carting, acrobats, firedancers, train, clowns, jugglers, mimes, food kiosks, and one

singer/musician guest.

Selecta-sponsored Camping

The overnight camping event wherein, with the help of schools and their principals, high

schoolers and their families will be asked to join. The researchers would like to tap into various

kinds of families and the much easier way to do so is to make schools be part of the said

campaign.
 The activities in the camping event will incorporate the family values that are not evident

in the Selecta Ice Cream TVCs according to parents and children; these values are respect for

parents and sibling(s), attention and affection, thoughtfulness, helpfulness among family

members, and trusting relationship between parents.

The following are the activities for the parent(s) and their child/children:

 Letter: guidance counselor will ask parents and children to write letters for each other

prior to the camping event, both the child and parent will be asked to keep this a secret. It

will be opened/read during the camp fire.

 Questionnaire that will be answered by the child and parent; it would include humorous

and amusing questions/content about their likes and dislikes.

 Relay games such as free fall (you trust that the person behind you will catch you),

blindfold games (you get blindfolded while the other person tells you the directions), and

water balloon-catching games.

 Sports: basketball, volleyball, dodgeball, etc.
 Boodle fight
 Camp fire singing and dancing

Budget allocation

TVCs

Places Type Channel Cost Radio Spots Frequency Total Cost

ABS CBN Php 563,991.33 Primetime May- Php 56,399,133
Local TV October
Php 150,265.33 Non-primetime May- Php 15,026,533
October
GMA Php563,991.33 Primetime May- Php 56,399,133
October
Php 150,265.33 Non-primetime May- Php 15,026,533
October
Metro ETC Php 35,126.67 Primetime May- Php 4,215,200
Manila Cable TV October
2nd Avenue Php 25,996.67 Non-primetime May- Php 3,119,600
 October
Overall total: Php 150,186,132

RCs

Places Channel Cost Radio Spots Frequency Total Cost

Love Radio Php 15,000 Primetime May-October 600,000
Yes FM Php 15,000 Primetime May-October 600,000
Metro Manila For Life Php 15,000 Primetime May-October 600,000
Overall total: Php 1,800,000
Medium Cost
Television Commercials
o 30 seconds
– Local tv networks
Non-primetime: Php 150,265.33
Primetime: Php 563,991.33
- Cable TV networks
None-primetime: Php 25,996.67
Primetime: Php 35,126.67
o 6 months
o Local TV networks, cable TV networks
o Prime time and non-primetime hours Php 150,186,132

Radio Commercials
o 30 seconds
- FM (Love Radio, Yes FM, For Life) Metro Manila
- Metro Cebu (iFM, Hot FM, Lupig Sila/MOR)
- Metro Davao (MOR, Love Radio, iFM)
o 6 months
o Top 3 radio stations in each part of the country—Luzon,
Visayas, and Mindanao
o Morning, afternoon, and evening hours
Php 1,800,000
Digital Media
o Online ads (Facebook ads, Yahoo)
- Php 1,320 / week
- Php 26,400 / month
Php 79,200
Events Php 310,000
o Selecta Carnival
- June
- Place rental (FREE – SM affiliation)
 - Manpower services: Php 40,000
- Electricity: Php 10,000
- Musician/singer guest: Php 5,000
- Event organizer: Php 15,000
- Materials (merchandise): Php 40,000
- Security: Php 20,000
- Php 130,000

o Camping event
- Place rental: Php 20,000
- Manpower services: Php 20,000
- Electricity: Php 5,000
- Food: Php 30,000
- Php 75,000

o Selecta Closing Event

- Place rental: Php 20,000
- Manpower services: Php 20,000
- Electricity: Php 5,000
- Food: Php 30,000
- Materials (merchandise): Php 30,000
- Php 105,000

Training programs for parents and children

o Vocational courses
- Place rental: Php 20,000
- Cooking/baking: Php 25,000
- Mechanic/vulcanizing: Php 15,000
- Education/literacy, personality and image
development: Php 25,000
- Aesthetic – hair/makeup: Php 15,000
- Php 100,000

o Leisure courses
- Place rental: Php 20,000
- Dancing (ballroom, belly dancing, zumba, hiphop,
jazz, contemporary): Php 25,000
- Songwriting: Php 5,000
- Php 50,000
Php 150,000
Total Php 152,525,332

Statement of Evaluation
 After the campaign duration, the measures that would be used to scale the effectiveness

of the advertising efforts are the following: GRPs or Gross Rating Points will be used because it

is the sum of all ratings of the television commercials are achieved in a campaign. It is also

measured and reported on a 4-week basis. Reach will also be used because it is the number of

individuals who are exposed to the media. Overall impressions will be gauged through digital

media (Facebook page) via page likes, views, comments, and shares; and (online ads) clicks.

Profitability from the number of membership cards and tickets bought.

Furthermore, a survey will also be conducted to check significant changes or impressions

in evaluating the perception and influence of parents and children from different platforms.

There will also be an FGD or Focus Group Discussion from the children and parents part of the

campaign to measure if the campaign was a success.

Executions
TVC 1
The TVC will portray happy families that are not the traditional kind. It will air for six
months.
Storyboard
Scene 1
There are two rooms next to each other, with distinct interiors—mom’s and daughter’s; mom in
office uniform and daughter in school uniform come out of their respective rooms at the same
time. Mom tilting her head a bit and asking her daughter, “ready?” while smiling as they are
about to leave.
Scene 2
Another girl greets her grandparents “Good morning, ‘nay and ‘tay” before she is seated in the
dining room with her grandparents in the dining room. Grandpa is drinking his coffee and
smilingly responds while grandma has finished cooking breakfast, setting the food on the table,
saying, “Kain na, apo..”
Scene 3
A boy high schooler, seated in the front seat, laughs with his dad who is driving, and his mom
whom they are talking to through Skype (the boy holds up his phone and shows a woman
laughing as well). Car stops and boy says to his mother, “I’m here na. See you later, ma!”, gets
outside the car, and waves at his dad.
Scene 4
The girls from scene 1 and 2 are walking towards the school building, the boy from scene 3 runs
and catches up with them. They’re talking and laughing with each other.