Company: MDI Novare
Company Description: Founded in 1988, MDI Novare is a pioneer and champion in the Philippine ICT market. Over the past three decades, MDI Novare has driven digital transformation through custom application development, infrastructure, data analytics, and IT security solutions that meet and exceed business demands. Today, MDI Novare continues its culture of innovation by being at the forefront of major technology trend
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Marketing Campaign of the Year - Corporate Reputation/Professional Services
 Nomination Title: MDI Novare: The Future Is Ours
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (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 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 submitting written answers to the questions, provide them in the appropriate spaces below:
- Specify the date on which this campaign or program was launched:
In response to its lack of a substantial branding campaign, MDI Novare introduced "The Future Is Ours" on February 20, 2023. This campaign brought about a rejuvenated brand identity, reflecting a youthful and vibrant national technology leader comprising exceptional Filipino talents primed to reshape the digital landscape of the future.
- 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 234 words used.
MDI Novare's "The Future Is Ours" marketing campaign emerged as a response to rapidly evolving digital transformation trends in the technology industry, aimed at positioning the company as a catalyst for change and progress. Initiated in the wake of a global pandemic and technological disruption, the campaign sought to establish MDI Novare not only as a forward-thinking industry leader but also a people-first employer for world-class Filipino tech talent.
The genesis of the campaign can be traced back to a comprehensive analysis of the contemporary landscape. MDI Novare recognized that traditional business paradigms were becoming obsolete in the face of rapid technological advancements and ever-evolving consumer expectations. Moreover, the ongoing war for tech talent necessitated a focus on work culture and employee satisfaction. "The Future Is Ours" was conceived as a strategic endeavor to address these challenges head-on, showcasing MDI Novare's commitment to innovation and its dedication to help shape a better world.
One of the primary goals was to communicate MDI Novare's unique value proposition – its capacity to merge cutting-edge technology with the best talent to shape a brighter future for its clients and customers. The campaign aimed to inspire confidence in the company's ability to navigate complex challenges while championing local talent for global impact and unite its clients, partners and people to use technology for good and make a positive impact in the Philippines and the rest of the world.
- 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 214 words used.
Guided by a resolute desire to reinvigorate MDI Novare's brand, the Communications and Marketing team initiated the "The Future Is Ours" campaign.
The campaign's inception was rooted in an extensive brainstorming process. Leveraging social media listening tools like Talkwalker, the team discerned a surge in conversations regarding future-readiness within the ICT and related sectors. An astounding 118 billion mentions of the term "future" highlighted recent talkability and engagement, emphasizing innovative solutions and sustainable growth beyond digitalization.
This perceptive social listening process laid the groundwork for the campaign's journey. Starting from a humble Facebook cover, it blossomed into a dynamic branding movement. The transition to tangible merchandise, encompassing items like notebooks and exclusive swag, embodied the campaign's growth.
More than a catchphrase, "The Future Is Ours" emerged as a rallying cry, resonating with Filipino tech talents eager to redefine the digital realm. Beyond metrics, it stood for MDI Novare's renewed vigor. While challenges marked its early months, the campaign emerged as a potent symbol of MDI Novare's steadfast commitment to champion world-class Filipino tech talents and chart a new course in the tech landscape.
Beyond aesthetics, “The Future Is Ours” campaign is a calculated endeavor aimed at reshaping perceptions, fostering genuine connections, and ultimately positioning MDI Novare as a dynamic player in the tech arena.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2021. Even if your initiative started before July 2021, limit your response to activities and results since the beginning of July 2021 250 words):
Total 249 words used.
In just eight months of 2023, “The Future Is Ours” campaign achieved remarkable brand transformation.
Elevating Social Media Engagement
The campaign’s impact on social media engagement was substantial. From an average reach of 813 and 27 engagements per post in 2021, they achieved an impressive average engagement rate of 19.61% across 180 posts in 2023.
Delivering Results for Talent Acquisition and Beyond
The campaign’s influence extended to talent acquisition, with CV submissions surging from 7 to 21 monthly, accumulating 165 in just eight months.
The launch of the Novare University Boot Camp Program attracted 20 applications in 24 days, solidifying MDI Novare as an ideal employer for fresh graduates and tech enthusiasts.
Championing Tech for Good
MDI Novare’s engagement with Unilab Foundation's HackaSTEM initiative and the Faculty Immersion Program inaugural partnership with the University of San Carlos Cebu showcased their dedication to bridging STEM gaps through innovation.
Collaborative Synergy and Vision
The collaboration across departments like Human Resources and Sales Operations enhanced MDI Novare's holistic success, aligning external engagement with internal initiatives, with “The Future Is Ours” battlecry serving as their commonground.
In Conclusion
The campaign’s achievements in just eight months underscores its transformative prowess. "The Future Is Ours" campaign shifted MDI Novare's brand perception, bolstering its relevance. The success in social media engagement, talent acquisition, and CSR initiatives demonstrates the campaign’s unwavering commitment to innovation and societal change. As the campaign empowers Filipino professionals to shape the digital landscape, their collaborative efforts resonate within MDI Novare's core.
- Reference 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 249 words used.
- Grew Facebook followers from 1,200 (2021) to 5,300 (2023), a 341.67% increase
- Grew LinkedIn followers from 3,500 (2021) to 7,896 (2023), a 125.6% increase
- Facebook Analytics: Detailed breakdown of MDI Novare’s Facebook content published from January 1, 2021 to August 21, 2023. These reports validate the exceptional growth achieved within just eight months of 2023, highlighting an average engagement rate of 19.61%, which is a jump from the 3.32% and 6.93% average engagement rates in 2021 and 2022, respectively.
- Talkwalker Social Listening Scan: A comprehensive social media listening tool that played a pivotal role in shaping the success of MDI Novare's transformative "The Future Is Ours" campaign.
- Novare University Boot Camp Applications: Included data outlines the rapid traction achieved by the Novare University boot camp, with 20 applications received within a mere 24 days, affirming MDI Novare's appeal as an employer.
- CV Submissions: Helped generate over 500+ applications from top tech talent
- CSR Initiatives Records: Supporting materials demonstrate the team's commitment to "Tech for Good" through partnerships with Unilab Foundation's HackaSTEM initiative and the Faculty Immersion Program with the University of San Carlos Cebu.
- Collaborative Synergy Documents: Included records highlight the collaborative success achieved through synergy with departments like Human Resources and Sales Operations, validating the campaign's impact beyond external engagement.
These attachments offer comprehensive evidence, reaffirming the remarkable journey of the "The Future Is Ours" campaign and its profound impact on MDI Novare's brand, talent acquisition, and societal engagement.
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