Company: Ayala Land Estates Inc.
Company Description: Ayala Land, Inc. is one of the largest property developers in the Philippines. We create master-planned communities that promote sustainable development and provide long-term value to our residents, investors, and stakeholders. Our vision is to enhance land and enrich lives of more Filipinos.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations
 Nomination Title: Nuvali Fountain of Lights
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November 11-January 8, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Nuvali x Award Video Link https://youtu.be/DFmX9d8M9v8
Nuvali Fountain of Lights 2022 Link: https://youtu.be/PnhiHZE85N8
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 237 words used.
Nuvali is considered as the biggest Estate (Mixed Use development of Ayala Land.) in the South of Metro Manila. In 2019, the estate conceptualized a first of its kind, signature event, that would capitalize the manmade lake that Nuvali is known for. The show was in partnership with renowned content creators from Japan, called Team Lab. It launched in November of 2019, with a title: The Nuvali TeamLab -Interactive Water Show. The show ran for 28 days and generated an average of 8,662 viewers per day (total of 242,537 for the Christmas duration).
The eruption of the Taal Volcano in January of 2020 and the 2 year pandemic, brought the new concept to a halt for 2 years. In the midst of the hiatus, the Marketing Team reviewed the online engagements and sentiments regarding the water show. It was then that they realized that the content, did not really resonate well with the public. There were cultural differences that the ordinary Filipinos could not appreciate and understand.
As soon as the world normalized after the pandemic, Nuvali decided to resume the water show. This time, using a local content creator that would be able to churn out a more relatable content for the Filipino family. The show was launched in November of 2022 and it generated over 325,000 in total foot traffic or 11,607 average daily traffic. That is 33% higher than 2019.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 154 words used.
When Nuvali launched in 2009, it was well known for the Boat Ride and Fish Feeding by the lake. Ten years later, a new concept comes to life through the Nuvali Fountain of Lights. The show offers a novel entertainment concept for the community, that cuts across all ages, gender and social class. The event also signaled Nuvali’s return to normalization after the pandemic.
There was a need to create a signature event that would bring back and draw the same crowd before the pandemic. The Nuvali team also wanted to provide the community, a convergence space in Nuvali. The first Nuvali Fountain of Lights was launched at a time when the pandemic restrictions were just easing up and the public was still cautious about going out and socializing. What made it more relevant was it empowered families to safely converge in an outdoor area and timely celebrate Christmas happily with their loved ones.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 245 words used.
As a positive result for all stakeholders here are the metrics:
- Ayala Malls Solenad- 7% increase in sales and 21% increase in foot traffic vs previous year.
- Household Residents: 33% increase vs previous year
- Commercial Lot Sales 325% increase vs previous year
In October 2020, Tiktok blew up and surpassed over 2 billion app downloads. While traditional media was used to promote the event where it was covered by all TV Stations and appeared in major dailies, the need to make it to Tiktok was real. Thus the birth of the Art Pillars. The Art Pillars are lighted cylinders that adorned the entire show area. It had beautiful prints that makes nstagram worthy. The Art Pillars lined by the entrance to welcome the public to the venue. There was also another set inside that can be used as everyone’s social media backdrop. This new attraction proved to be the most picturesque area of the venue and it generated:
Facebook
10,000,000 people reached
18,000,000 impressions
1,000,000 video views
5% engagement
Instagram
38,000 reach
150,000 impressions
3,000 content interactions
3% engagement
Tiktok
215,000 reach
1,040,000 hashtag views
300,000 video views
3% engagement
The show generated a total P14,385,484.40 in media values.
The show was launched in November of 2022 and it generated over 325,000 in total foot traffic or 11,607 average daily traffic. That is 33% higher than 2019.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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