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Advertising Campaign
the study of Parents and Children’s Perception of Family Values Portrayed in Selecta Ice Cream
TV Commercials.
Big Idea
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
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
Target Market
The campaign has the goal of unifying all families living in the Philippines. The
2. To create a buzz that would get and hold the attention of parents and children.
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
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
Copy Objectives
To develop a tagline that will make the target market remember and associate it to
Copy Strategy
To use the language of the target market—SEC B and C—in TVCs, RCs, digital media,
To develop a copy that would rouse positive impact on Selecta Ice Cream and its
Visual Objectives
To depict real-life situations of families that are different from the mother-father-and-
To create a positive impact to the target market by making the TVCs influence their
Visual Strategy
Campaign Tagline
“Sama-Sama sa Selecta!”
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
Phase 1: Launch
May
- TVC
- RC
- Countdown to Event 1
- Press release (Newspapers, blogs, magazines)
- 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,
Jennylyn Mercado and son, Jodi Sta. Maria and Thirdy; bloggers too.
June
- TVC
- RC
- Social Media
- Raffle (sales promo) begins; every person who bought Selecta Carnival ticket
o Winners
- Membership starts
o Php 1,000
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
Pyrolympics (fireworks)
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
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
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
- BTL: Posters/flyers for Training Programs for Parents (Malls, schools, barangay/city
halls)
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
Vocational courses
o Cooking/baking
o Mechanic/vulcanizing
o Song-writing
Vocational courses
o Cooking/baking
o Mechanic/vulcanizing
Leisure Courses
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
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
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
Phase 3: Sustaining
September
- TVC
- RC
- Continuation of Training Programs for Parents (TPP) and Training Programs for
Children (TPC)
o Collaboration with high schools requiring all high schoolers and their families
o Overnight event
Letters
Questionnaire
Sharing, stories
October
- TVC
- RC
- Social Media
- Offering of jobs for the graduates of the TPP and TPC because of Selecta Ice Cream’s
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
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
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
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
In due course, this campaign aspires to create positive change pertaining to family values
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-
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
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
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
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
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
Questionnaire that will be answered by the child and parent; it would include humorous
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
Boodle fight
Budget allocation
TVCs
RCs
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 Php 150,186,132
o Local TV networks, cable TV networks
o Prime time and non-primetime hours
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) Php 1,800,000
o 6 months
o Top 3 radio stations in each part of the country—Luzon,
Visayas, and Mindanao
o Morning, afternoon, and evening hours
Digital Media
o Online ads (Facebook ads, Yahoo)
- Php 1,320 / week Php 79,200
- Php 26,400 / month
Events
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
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.
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
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.