Company: Ayalaland Metro North Inc., Quezon City, Metro Manila
Nomination Submitted by: Ayala Malls U.P. Town Center
Company Description: Built on land previously occupied by the University of the Philippines Integrated School, U.P. Town Center is a lifestyle mall situated amongst neighboring schools and residential villages. It is home to a broad mix of dining, retail and essential merchants. Given its location and history, UPTC remains deeply rooted in community and continues to be at the heart of everyday life.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Consumer
 Nomination Title: UPTC Paws and Play Year 5
- 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
- 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.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this brand experience campaign or program was launched:
August 13, 2022 to October 2, 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated brand experience 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 231 words used.
Ayala Malls U.P. Town Center (UPTC), with its vast open spaces and lush greeneries, has long been known as an ideal space for customers to shop and dine in the company of their pets. Rather than place restrictions, UPTC embraced this as a unique and enduring culture of its most loyal mallgoers. Most mall merchants have followed suit with restaurants offering water bowls to customers dining with their pets and retail stores having special zones where pets are welcome. These efforts coincide with recent statistics showing approximately 67% of Filipinos have dogs in their households, while 43% have cats. Most consumers, if not all, are showing an increasing preference for pet-friendly establishments.
Having already established itself as a pet-friendly mall, UPTC saw the need to go beyond business. The mall endeavored to shed light on pressing issues and conversations surrounding the Philippines’ animal welfare scene. In 2019, records from the Philippine Animal Welfare Society (PAWS) show that there were an estimated 12 million homeless animals in the country. Alarmingly, these numbers are said to have increased in recent years. With government pounds severely overcrowded and animal shelters running on very limited resources, these innocent animals are facing a life of neglect, abandonment, and abuse.
These harsh realities push for more hardworking, collaborative, and results-oriented animal welfare campaigns. Paws & Play Year 5 was conceptualized and implemented with this in mind.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the brand experience campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 215 words used.
Paws & Play Year 5, Ayala Malls U.P. Town Center's annual pet campaign, marked its fifth year with the theme 'paying it forward.' This month-long event, that ran from August 13 to October 2, 2022, became UPTC's longest-running recurring campaign. Mall-goers eagerly anticipated pet-themed activities, creating a buzz that businesses leveraged for opportunities.
The campaign's focus extended beyond entertainment. Teaming up with local animal shelters, including PAWS and CARA Welfare, Paws & Play aimed to address crucial animal welfare issues in the Philippines. Objectives included raising awareness, empowering the pet-loving community to make a positive impact, and providing a platform for nonprofit organizations to advance their causes.
Partnerships were crucial. Funds generated from the campaign supported shelters' operating costs and animal rescue programs. The Forever Home Project facilitated on-the-spot pet adoptions, reducing lead times. The Gotcha Gala and Gallery showcased adoption stories through a photo exhibit and exclusive gathering, emphasizing the transformative power of love.
Paw It Forward, the culminating event, featured workshops with a registration fee directed to animal shelters. The campaign's success highlighted a community-driven approach, proving consumers seek impactful engagement beyond typical sales. Paws & Play Year 5 demonstrated the potential for meaningful collaboration between businesses, consumers, and nonprofit organizations in driving positive change for important causes like animal welfare.
- 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 brand experience campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 213 words used.
Over the course of the two-month period and with only USD 3500 budget for the entire campaign, the following achievements were noted:
•UPTC generated more than 100 adoption applications and leads for non-profits and animal shelters.
•Out of the 100, at least 30 applications have already been approved, which means 30 shelter animals have found their forever homes.
•Partner animal shelters earned a combined income of USD 4000 from merchandise sales during the campaign’s events.
•An additional USD 1000 was donated by UPTC customers through pet workshop registration fees.
•The campaign garnered media value of approximately USD 20,000 after being picked up by local publications and online verticals.
•To promote responsible pet ownership, the Quezon City local government provided 154 free anti-rabies vaccinations and microchipped at least 134 pets during The Forever Home Project.
•An estimated 150,000 people attended the events and pocket activities under Paws & Play Year 5.
•The social impact was community-driven. While UPTC invested in setting up the events, the resulting benefits provided to partner animal shelters were the combined efforts of UPTC customers.
•Collaborative partnerships with non-profits have proven to be more hardworking versus one-time corporate donations. Animal shelters tapped for the campaign had already expressed interest to participate in Year 6 of Paws & Play.
- 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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