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Ayala Land Estates, Inc., Makati City, National Capital Region, Philippines: Promises Fulfilled Campaign

Company: Ayala Land Estates, Inc.
Company Description: Ayala Land Estates, Inc. is the group unit under Ayala Land, Inc., the Philippines' most trusted developer in the country. The group handles the acquisition, planning and development of large-scale mixed use estates in key areas of the country.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Real Estate
2023 Stevie Winner Nomination Title: Promises Fulfilled Campaign
  1. 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:
    Written answers to the questions
  2. 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.

     

  3. 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:

    The campaign was launched October 2022, timed with the anniversary of the business group Ayala Land Estates

  4. 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 163 words used.

    Ayala Land Estates has been the trusted and pioneer developer of large-scale mixed-use estates. The Promises campaign is envisioned to strengthen and amplify its track record of continuously developing these master-planned estates across the Philippines.

    The campaign was inspired by the group’s manifesto of continuing the legacy of providing platforms for growth and opportunities and spaces for an elevated quality of life to more communities through: integration of diverse land uses, partnerships with locators / external businesses and the infrastructure needed for communities to grow and thrive. 

    The real estate industry in the Philippines has been cluttered and aggressive - and the challenge for the company, while still seen as an industry leader, was to create and run a campaign that can stand out from all the buzz while effectively articulating why it has always been, and still a leader in its field. The objective was to sell and tap to the cerebral and emotional core of niche and discerning high end target market.  

  5. 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 184 words used.

    The planning and creative development process started with an insight and understanding of:

    • What investors look for in a developer
    • How is value measured?
    • Why investors buy or consider investing in commercial lots

    From here, the team developed the insight that each and every person’s valuation of people, experiences and assets are different. Thus a manifesto that served as inspiration for the whole campaign.

    An excerpt from the manifesto:

    Ayala Land Estates values what you value in a property.

    Whether it’s to expand your business…

    or something to hold for future generations…

    or to find a spot to work and live,

    A place to teach and grow.

    That’s value beyond just square meters.

    That’s the value of a promise that’s kept.

    Promises fulfilled...at Ayala Land Estates

    Ayala Land Estates, building communities, enriching lives

    The campaign started with unbranded content, in collaboration with media outlets. The unbranded content generated buzz and conversations online building up to the launch. 2 weeks into the campaign, the group unveiled the video and static adaptations in multiple channels – from online, to cinemas, newspaper and mall out-of-home execution.

  6. 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 34 words used.

    As a result, the campaign:

    • Generated a total of 496,481 views and reach online
    • Generated 57,113 online engagement
    • Most importantly, supported the sales target for 2022, doubling the sales vs. previous year
  7. 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):

    Total 13 words used.

    Campaign report 
    https://drive.google.com/file/d/1_WtSEPaSPqFCr6Ry7gHYemVjlgrIMF72/view?usp=drive_link ;
    Thematic Campaign Video 
    https://youtu.be/XkWcgW9d7_Y

Attachments/Videos/Links:
Promises Fulfilled Campaign
URL drive.google.com/file/d/1_WtSEPaSPqFCr6Ry7gHYemVjlgrIMF72/view?usp=drive_link