From my role as Digital Marketing Manager, I applied last year for the position of Brand Activations Manager for Globe Prepaid. Globe Prepaid is the prepaid brand of Globe Telecom, a leading telco in the Philippines and in Southeast Asia; also a leader in innovation recognized by the World GSM Conference.

1. Activations] [Ian Velasco

2. F T W

6. V Making things happen since ’03. =)

7. Activations] [Non-Globe

8. Dunhill Activators Program Objective: Introduce Dunhill into the market and immediately gain attention and following among premium smokers. Barrier: Horeca (Hotels, restaurants, cafes) outlets in Metro Manila are largely Marlboro-sponsored and merchandised establishments. Moreover, British American Tobacco self-restricts its promotion due to a more stringent interpretation of tobacco laws. Challenge: Get into Manila’s premium Horeca outlets, even competitive-sponsored ones, and spread awareness and interest in Dunhill. Activation Idea: Have 10 influencers go to all target horeca outlets as if they’re friends going out on a gimmick. They all use Dunhill in various flavors, they talk to people while holding their packs and leave these packs on tables for sampling. Results: 120 visits done in 2 months, resulting into 5% share vs. category in 4 months.

9. Stolichnaya Cold War Activation Objective: Introduce Stolichnaya Russian Vodka and establish its premium quality and brand image in Manila where it wasn’t recognized before, by highlighting Vodka’s true Russian Heritage. Barrier: There was clutter in vodka-sponsored events most especially from Absolut. Stoli launch needed to be cut-through. Challenge: Present a unique vodka party that highlights the vodka’s Russian identity and heritage and instead of using other elements to make the brand Pop (i.e. music, celebrities), make Pop out of it. Activation Idea: Bring Shanghai’s top flair tenders (bar tenders who flair) to Manila’s top clubs. Alongside the DJ’s, vodka-mixing became the main act, in venues turned into Cold War Russian. Results: 4 events in 4 venues.

10. Embassy

11. Warehouse 135

12. Prince of Jaipur

13. NU VO

15. I don’t have pictures of the events but I have a picture of my team. This is in Zamboanga.

16. Activations] [Globe Product

17. Globe’s Project Headshot Clinics Objective: Take photos of 1900 youths from all over the country: - 14 venues in Manila, Baguio, Cebu and Davao

21. Pixlink Bloggers and Press Launch Objective: Introduce Pixlink to bloggers and to the press and highlight it’s being a Mobile 2.0 product, with indirect comparison to Smart’s My Sandbox. Challenge: Highlight the collaborative and user-generation features of Pixlink to drive 2.0 positioning. Activation Idea: Digital photo installation at the Manila Contemporary Art Gallery with lunch at the Cibo Commissary. The launch is about celebrating the amateur web photo uploader who, in his own perspective, captures images of beauty – just as in art.

29. Refresh Bloggers Launch Objective: Launch Globe Tattoo as the new prepaid brand of Globe and excite the bloggers with first to be seen communication materials. Challenge: Clearly communicate the change that the brand will take while carefully establishing Globe Tattoo as a mobile prepaid brand and not just a broadband brand. Activation Idea: Surprise the bloggers by highlighting change – from the company’s usually conservative press venue, the usual mobile phone prizes to the format of the actual execution.

33. Modu Bloggers and Press Launch Objective: Launch Modu and highlight its interchangeable skins. Challenge: The proposition of Modu lies in its interchangeable skins. Launch should then highlight the skins rather than the basic features of the phone. Activation Idea: Positioning Modu as a Lifestyle phone, the launch was conceptualized as an event worthy of a lifestyle column / blog coverage. A private trunk show was held at Paul Smith for the bloggers and press after having dinner at posh Felix restaurant.

38. Activations] [Ian Velasco for Globe Tattoo

39. V W I N

40. Curicculum Vitae] [Ian Velasco

47. V A life lived without regrets is the best life I can live. =)