Inquirer group bags Tinta Awards

Inquirer Multimedia wins awards in the 5th Tinta Awards held at the Manila Hotel on October 22. The #PurongPinoy multimedia campaign of the Inquirer Group of Companies won silver while the “Standard” magazine of Hinge Inquirer Publications wins bronze medal.

Inquirer Multimedia won medals in the 2015 Tinta Awards, which honors “creative excellence in print advertising in the country.”

The integrated campaign of the Inquirer Group of Companies (IGC) dubbed “#PurongPinoy” won silver in the fifth edition of the competition, which was organized by United Print Media Group held at Manila Hotel on Thursday.

Charmaine Bautista-Pamintuan, head of IGC marketing, said #PurongPinoy was a multimedia campaign launched during the fight of Filipino boxing icon Manny Pacquiao and Floyd Mayweather Jr.

“It’s not just a print campaign. It’s multimedia,” Pamintuan said, adding that the campaign integrated the different platforms of the Inquirer, which includes print, web, social media and radio.

The #PurongPinoy campaign was done in partnership with Café Puro.

“We were thinking how Filipinos will be able to participate in the fight by giving their support,” Pamintuan said.

She said people were enticed to submit their photos giving their support and message for Pacquiao in his “Fight of the Century” with Mayweather.

“People take their photos, put a caption and upload it. There is really engagement. Viewers were not passive,” she said.

The photos submitted by netizens were collated in a collage to show support for Pacquiao.

“We have entries nationwide and even worldwide,” Pamintuan said, adding that the campaign generated interest not just among Filipinos here in the country but also among those abroad.

“What made the win more enticing for us is that it was able to integrate several categories. We are multimedia in the sense that we integrated the following concepts: integrated print, online, social, radio, outdoor, activation. So, all our platforms were represented in this campaign,” she said.

She said the campaign was amplified through the different platforms of the Inquirer.

The collage composed of various photos submitted was also published in the Philippine Daily Inquirer the day after the Pacquiao fight where print circulation increased by five percent.

“Views on the website were very high as well,” Pamintuan said.

She said the award is an achievement for the whole IGC.

“The award is an achievement for the Inquirer Multimedia because we have shown that coming from print, a [medium] being known as a newspaper, we have successfully expanded to other platforms,” she said.

The Inquirer group, she said, would continue to make campaigns that are not just award worthy but those that actually sell for the clients as well.

She said the IGC would continue to incorporate the voice of the consumer in the story by “bringing the Filipinos into the story.”

“People were not just there to watch the [match] but they were given the chance to actually participate [in the fight] of Pacquiao,” she said.

Joe Concepcion, of Inquirer Megamobile, who conceptualized the campaign, said the challenge was how to creatively engage readers in both digital and print media.

“The challenge for us was how do we do it creatively and how do we create that kind of engagement in digital and print together,” Concepcion said.

He said that the engagement of readers was what set the campaign apart from the others, adding that the campaign’s Facebook reach rose to thousands in just three days.

He said the multimedia involvement of the campaign made it “complete” and allowed readers to be engaged.

Meanwhile, the Hinge Inquirer Publications (HIP) also won bronze medal for the Best Integrated category for the “Standard.”

Nimu Muallam, creative director of HIP, said “Standard” is a quarterly magazine of SM Aura in Taguig City released by HIP, which features fashion, food, lifestyle, retail and information about SM Aura.

“Basically we curate the content for them in terms of style, design, layout and photographs,” Muallam said.

Aside from the print version, “Standard” has a digital version with interactive applications for readers, said Moby Aragones, business development manager of HIP.

Aragones said the award is a testament that “we’re really good at what we do.”

“Well keep on producing good content. This will inspire us to do more,” he said.