Expect happy-go-lucky Pinoys to make fun of the present election campaign merry-go-round. Posted on Twitter and Facebook was somebody’s answer to the ethereal question “who would be the ideal Philippine president: ” ~ somebody with Villar’s $$S, Aquino’s heart, Gibo’s brain, Erap’s appeal, Bro. Eddie’s faith and Gordon’s dick.” 😀
It doesn’t take rocket science to deduce that among all the presidential candidates, Manny Villar is the one spending (and investing) the most on his campaign. A report by global market research company Nielsen showed that for the period October to December alone, Villar’s approximate ad spend already amounted to P543 million. This has ranked him No.14 among the Top 20 national advertisers for the said period. You can just imagine how the Villar camp’s expenditures has gone full-blast since the start of the official campaign season. (Source: adobo magazine)
Adobo points to Villar’s segment buy of “Stop my Hirap” in the popular noontime TV show Eat Bulaga as most pioneering. It’s something that hasn’t been done before by any presidentiable (foremostly because it’s expensive.) The segment is totally in line with Villar’s overall strategy to appeal to the masses, although I can’t quite reconcile how joining a noontime show jibes with the “sipag at tyaga” morals he’s trying to preach.
Although some people are sick of the Villar ads already, I do find his masterplanned and well-oiled election machine impressive. It looks like they’re leaving no stone unturned in attaining their main objective which is: to harness the full force of the media (including blogs and social media) to influence people’s minds and ensure a Villar win. You see, Villar can’t be like Barack Obama and campaign just through Facebook and Twitter. Internet penetration in our part of the world is still comparatively low. Candidates still have to go through the whole masa appeal route.
Whether Villar wins or loses this election, the campaign approach he used will be one interesting case study to advertising students, and the advertising wizards who became overnight multi-millionaires because of him.;)
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