Every March, Wiresless Service Asia holds a March Million Mania SMS based raffle for folks using their service to download icons and ringtones. In 2004, Leo Burnett Manila produced this Radio Campaign for this very promo.
What would you do with a million pesos? Here's what these guys did...
*A guy buys radio airtime to gloat at all the girls who've dumped him.
* A guy buys radio airtime just to say hi to all his friends and relatives.
* A couple of guys buy radio airtime just to goof around in the recording booth.
Line: Win a million, do whatever you want with it.
The campaign was named Radio Campaign of the Year at the 2005 Philippine Creative Guild Awards and also picked up a Gold Araw award for best copy, a silver for best radio spot and a bronze for best radio campaign at the 2005 Advertising Congress.
Language: Tagalog and English
Copywriters: Joe Dy and Joni Caparas
Creative Directors: Badong Abesamis and Richard Irvine
