Thursday, January 28, 2016

Watch and (L)earn

Watch and earn

By Nickky Faustine P. de Guzman

A WOMAN’S CELLPHONE hovers above everyone else’s heads. Another girl has found a tiny space to put out her phone: beside a shirtless dude’s armpit. In the crowded Light Rail Transit train heading for EDSA, the riders seem oblivious of the traffic below and the humidity inside the train. Almost everyone’s head is bowed over their phones.

Smartphone is the new TV, the new dominant screen. Because it kills time and diverts their commuting frustrations, many Filipinos are attracted to one key app — besides Facebook and Twitter — YouTube.

Gail Tan, Google Philippines head of communication and public affairs, said 90% of Filipino netizens are on YouTube, and 80%, aged 18-34, have watched YouTube videos in a month.

YouTube is one of Google’s subsidiaries. It is a portal for videos that range from cute cat clips and Hollywood series to TED Talks and documentaries. It is the gateway for random videos to go viral and the platform for strangers who crave overnight stardom.

“YouTube accommodates one billion viewers across the globe every month,” said Ms. Tan on Jan. 20, during the Google Ads announcement of the top 10 most watched local advertisements in the Philippines last year.

AD PLATFORM
In the age of evolving platforms, YouTube is becoming a viable medium for ads, whether for self- or commercial promotion. It’s now at the forefront and of some marketing strategies, because in the eyes of such advertisers, 1 billion viewers a month are 1 billion potential consumers.

Lauren Tanganco, Unilever Philippines senior assistant brand manager, told BusinessWorld on the sidelines of the event that it’s relatively economical to place advertisements online than on TV and in print. Newspaper advertisement usually cost five to six digits, depending on the size, color, and page placement. A 30-second TV commercial is even more expensive.

Unilever is the biggest spending company advertiser in the country. It holds 400 brand names under its belt, including Knorr, Ponds, Surf, Dove, Lady’s Choice, and Closeup, among others.

According to the latest Kantar Media report in 2014, next to Unilever, the other big spenders, in order, are Procter and Gamble Philippines, Inc.; Nestle Philippines, Inc.; United Laboratories, Inc.; and Colgate-Palmolive Philippines, Inc.

Ms. Tanganco didn’t divulge the digits of how much an online advertisement costs. But according to YouTube, “you only pay when someone engages with your ad. If they skip it before 30 seconds (or the end), you don’t pay a cent.” For instance, a video with 20,000 views on YouTube has a daily cost of $100, or P4,700++.

YouTube measures its ad results with built-in analytics, showing where the ad is viewed and how many clicks it gets.

According to Ms. Tan, there may be a “skip” button at the bottom right of YouTube advertisements. But once you’re past the 30-second mark, even if you didn’t finish the entire clip, it’s already counted as one view.

KEY INGREDIENTS TO A SUCCESSFUL AD
The table below is Google’s list of the top 10 advertisements in the Philippines for the second half of 2015, touched hearts and emptying pockets by incorporating key promotional tactics like catchy tunes, popular brand ambassadors, and compelling story lines.

The list is based on the number of clicks and views in the second half of last year, though the actual figures for the period were not available.

What’s the difference between online and traditional advertisements? It turns out, not that much. The famous faces, catchy phrases fomula for a successful TV commercial works online, too.

The AlDub tandem featuring Maine “Yaya Dub” Mendoza and Alden Richards secured the most viewed YouTube advertisement last year, all thanks to their massive followers. Together, they starred in two of the top 10 commercials, while Yaya Dub by herself featured in another high-scorer.

According to McDonald’s Marketing Director Christina Lao, the team that conceptualized the AlDub’s first ever commercial was very happy to secure the earliest partnership before the inevitable stardom saturation.

“There will be an expected saturation since all brands are getting AlDub, but [the saturation effect is not as big] if you’re the first to do their commercial,” said Ms. Lao. She said the marketing team was into “social listening,” or paying attention to the pulse of the masses; that’s why it secured AlDub’s first commercial.

She also said the commercial has tripled the volume order of McDonald’s chicken fillet ala king, which usually doesn’t make it to their top five most ordered items.

It also helps to have a lively, catchy theme song, especially when paired with dance moves. This contributes to a strong brand awareness and name recall. Half of the commercials that made it to the top used captivating jingles, including Tides’ “am-ba-ba-ba-ba-ba-ba six pesoslang yan!” and Jollibee’s iconic “I love you Sabado, pati na rin Linggo.”

“Jingles are part of the heritage of a brand,” said Knorr Marketing Director Oli Sicam. Knorr’s “Asim kilig” jingle made it to the top 2015 ads.

McDonald’s direct competitor, Jollibee, meanwhile said it revived its iconic “I love you Sabado” jingle because “we saw a decline in our weekend sales because of the competition against weekend family getaway options,” said Arlene Adeva, Jollibee PR director and head of kids marketing.

But, commercials aren’t purely intended for sales; they can be educational, too. Bear Brand’s Micronutrient Deficiency edutainment video, which utilized the power of jingle, dance moves, and cartoons, is an example that education and promotion can go well together.

While Bear Brand cannot directly attribute the YouTube ad to its growing sales, the company saw a 40% increase in Google research for the word “micronutrients.”

An all-star cast and a memorable theme song aren’t the only key ingredients to a good promotion. Advertisements, whether soft- or hard-sell, should speak to the heart.

A successful promotion should have a story to tell and with a heartwarming advice, said Chuckie Consumer Marketing Manager Caron Cruz. “Our tag line appeals to the emotion,” she added.

Nestlé’s chocolate drink commercial, which secured the third spot, champions the classic mother-and-son tandem, where moms often take the roles of parent and friend. The commercial, which is also notable for its theme song, ends with a touching recommendation: “Minsan lang sila bata; sabayan mo na (They’re only kids for a moment; grow with them).”

Resorts World Manila (RWM), on the other hand, attributed a 10% increase in moviegoers to their YouTube commercial, which got the fourth spot. The advertisement shows a digital roulette that picks a random movie audience member who will take home P1 million.

In line with the RWM branding, it has come up with other gimmicks including lucky seat and fortune cookie surprises, where random, unwitting customers have the chance to take home cash prizes.

It is also important to note that all commercials but Globe’s went past the 30-second convention, which may suggest that the audience has a longer attention span, or that the ad successfully captured their attention.

“The digital space has become an extension of what can be viewed on TV, allowing brands to tell longer and more powerful stories. Nine out of 10 ads going beyond the usual 30-second mark is proof that digital offers a degree of creative freedom for brands to tell their stories,” said Ms. Tan.

Eskinol’s Wattpad five-minute second Webisode, which got the ninth spot, demonstrates how a storyline, no matter how short or long, engages audiences.

Webisodes are collection of short, online episodes.

“The Webisode garnered more than 2 million hits, and it just goes to show that people will engage with longer videos as long as they have a great story to tell,” said Ms. Tanganco.

Wednesday, January 27, 2016

Becoming the Ice Cream Man

Arts & Leisure

Posted on January 27, 2016 04:43:00 PM

By Nickky Faustine P. de Guzman, Reporter

Becoming the Ice Cream Man

THE LOVE of ice cream knows no age. At 79, Pope Francis enjoyed his ice cream on the way back to Rome after visiting the Philippines last year. He had malted milk and brown butter almond brittle flavors. News reports said he liked them very much. But while ice cream doesn’t discriminate, ice cream lovers with discerning tastes know when ice cream is all fluff and dress up.

CARMEN’S BEST Madagascar Vanilla

Tuesday, January 26, 2016

Sinag Maynila: pushing indie and going global

Arts & Leisure

Posted on January 25, 2016 05:06:00 PM

By Nickky F. P. de Guzman, Reporter

Sinag Maynila Film Fest: pushing indie and going global

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THERE ARE more than nine film festivals in the country, said Solar Entertainment, Inc. President and Movie Producer Wilson Tieng, “but ours go abroad.” Sinag Maynila, the film fest he conceptualized may only be two years old, but it’s already going global.

Thursday, January 21, 2016

Chadleen calls the tune

Arts & Leisure

Posted on January 18, 2016 05:15:00 PM

Chadleen calls the tune

Nickky Faustine P. de Guzman

HER NAME may not ring a bell just yet. But Chadleen Lacdo-o, a rising singer-songwriter artist, is bound to make waves thanks to her talent. But more than her singing skills, she has an inspiring tale of triumph. She was born with a cleft palate, overcame it, and is now dubbed as the country’s “Miracle Artist.”

The 20-year-old singer from Cebu, who launched her self-titled debut album on Jan. 13 at the Hyatt City of Dreams, was bullied in class as a small child because of her condition.

A cleft palate is a congenital split in the roof of the mouth, which makes one speak nasally.

“I used to ask myself why I was different. I remember it so well. The class was on break and our teacher was looking for entertainment. I volunteered to sing in front of the class, but they ended up laughing at me,” she told BusinessWorld.

She had two operations to fix her deformity. The first surgery was a major failure. Her stitches opened four days after the operation. She was two years old.

“We were feeling hopeless,” she said.

But at the age of four, she and her mother lined up for Operation Smile’s mission in Cebu. Operation Smile is a non-profit organization that provides free reconstructive surgery to children with facial deformities. Ms. Lacdo-o was the last patient in the last day of the provincial mission.

Her operation was a success. Since then, she has become Operation Smile’s poster girl, traveling here and abroad to sing and inspire her audience with the belief that like her, they, too, can overcome struggles.

“Singing has been my speech therapy to help me with my diction,” she said.

She pursued her childhood dream of singing in front of an audience -- and this time, no one was laughing at her. In 2013, she joined and won TV5’s Kanta Pilipinas, a reality talent show, which had composer Ryan Cayabyab and singers Lani Misalucha and Rico Blanco as judges. Her winning piece was a rendition of Rivermaya’s “Himala,” which is included in her debut album.

Under 12 Stone Records, her album, with seven tracks, is dedicated to anyone who’s struggling physically or emotionally, she said. It includes three original songs: “Sana Ikaw Na Nga,” the carrier track that she wrote two years ago, “Thank You,” and “Salamat sa Ngiti.” -- Nickky Faustine P. de Guzman

Wednesday, January 13, 2016

DIY Magnum Ice cream

Arts & Leisure

Posted on January 13, 2016 04:53:00 PM

Make your own ice cream bar

--Nickky Faustine P. de Guzman

CHOCOLATE IS love. And chocolate, like love, is sweeter the second time around. Magnum Manila proves this -- and offers more -- with the opening of its second pop-up ice cream parlor at SM Mall of Asia.

@MAGNUM_PH INSTAGRAM ACCOUNT

Monday, January 11, 2016

Why do we vote the way we do?

FOCUS

Why do we vote the way we do?

By Nickky Faustine P. de Guzman

May 9, a Monday, could be just any ordinary day. Metro Manilans would endure EDSA’s bad traffic and the decaying and stuffed LRT and MRT trains rumbling above the city gridlock. In far-flung provinces, people would toil on a farm or fish in a sea, worrying about being able to put food on the table tomorrow. At the airports, families would bid farewell to loved one who join the ranks of overseas workers. May 9, a Monday, could be just any ordinary day — but it is also Election Day. And with it comes the hope of great change.

Amid the many things that are wrong in this country, over 50 million registered voters are hoping to get one thing right: to elect leaders who will guide the Republic of the Philippines onto a path that is paved with less traffic and filled with fewer people who are hungry and leaving for greener fields abroad.

The country has elected the erudite, celebrities, gamblers, a hero’s widow, and even a priest into posts of power in the past. How can we choose the best leader? Why do we vote the way we do? According to one professor, it can be traced back to our history. A political analyst, on the other hand, says don’t blame our culture. A sociologist agrees and adds more to both arguments.

OF DATUS AND ALIPINS
“Our history gives us clues [on why we vote the way we do],” said Dr. Paul Dumol, a Philippine History professor at the University of Asia and the Pacific, at a lecture at the Ortigas Foundation Library on Dec. 9.

Mr. Dumol — a member of the Philippine Center for Civic Education and Democracy and a recipient of National Historical Commission’s Gawad Rizal in 2012 — said that the Philippines actually held its first elections at the end of the 16th century, with datus (chieftains) choosing among themselves for a chief datu. By the end of the 17th century under Spanish rule, he said the Philippine electorate was limited to Tagalogs and Pampangos only, because of “unrest, factions, lawsuits, and political negotiation.”

Factionalism “is the worst defect of the Filipinos,” said Mr. Dumol, echoing Dr. Jose Rizal’s sentiments. As an example, he pointed to the eight rays on the country’s flag that symbolize the provinces involved in the revolution against Spain, and asked: What were the other regions doing?

“The Philippines isn’t a nation — yet,” said Mr. Dumol.

“Social evolution is proceeding within the framework of the state at different speeds in different parts of the country. Past and future coexist. You cannot address the voters in the same way. Nag-iiba angmentalidad nila (Their mentality varies). The stages of our social evolution chart the evolution of our understanding of the common good,” he added.

“There’s no national common good if people are only concerned about their family,” he said.

The solution is a “change in our minds and hearts,” which is the lesson of history, noting the patriots Jose Rizal, Apolinario Mabini, and Heneral Antonio Luna, he said.

WHO’S YOUR BOSS?
“The Philippines is a feudal nation,” declared the history professor, who is also a playwright.

He expounded on the idea that our “society is held together by ‘vertical loyalties.’ In short, kaninong tao ka? Sinong amo mo? (Who’s person are you? Who’s your boss?)

“This [has] roots [reaching] back to [the] timawa and aliping saguiguilidand aliping namamahay, and the datus,” he said, referring to the various classes of serfs and slaves of pre-colonial Philippines.

This traditional set-up still exists today, with the modern-day datusbeing the rich families that hold power in a barangay or city; the modern serfs/slaves are the “goons, workers, and domestic helpers.”

Borrowing from University of the Philippines professor Randy David’s observation, Mr. Dumol said “The Philippines has the largest number of security guards — a little less than half a million — in the world… They are the modern timawas (emancipated slaves). Again, my point is that history is within us. You will vote as the bossing (boss) will tell you to vote.”

But some beg to differ.

“I am not swayed by anyone, not even my bossing,” Bing Dominica declared in Filipino. She has been a house helper for six years and counting.

“I’m not yet decided for whom to vote, but definitely not [Jejomar] Binay,” she told BusinessWorld.

Rodelyn Francisco Mainit, also a house helper, said she makes her own decisions. “I’m voting for someone who has the heart and compassion for the country,” she said in Filipino. She said she wants to vote for Grace Poe. Her employers are voting for another candidate.

“We have to do a study on this [vertical loyalties affecting elections] to have a conclusion,” said Edmund Tayao, a political analyst and political science professor at the University of Santo Tomas (UST), in an e-mail interview with BusinessWorld.

“If recent elections would be any measure though, we could very well say that the surveys in 2004, 2007, and especially 2010 and 2013, all failed to anticipate who’s going to win. In the countryside, perhaps there remains this kind of process,” he said of vertical loyalties, “but I am just assuming based on the assumption that the relations there could be more personal compared to Manila or other highly urbanized areas. Still, we can’t draw any conclusion unless there is a real study on this,” he said.

ON VERTICAL LOYALTIES AND VOTE SELLING
“Vertical loyalties” do not rule the entire country. “We have improved,” said Mr. Dumol. While feudal-style voting can mostly be found in Mindanao, he said the rest of the country has moved to vote selling and buying instead.

“Vertical loyalties” mean other things, said retired UST professor and sociologist Crescencio Martires Doma, Jr.

“While we normally support someone close to our heart,” said Mr. Doma in an e-mail interview, “forced loyalty is also a reality in Philippine politics. This can be traced indeed to a colonial mentality wherein one’s loyalty is based on the benefits derived from someone in authority or a more powerful figure in society,” he said.

Imagine an ordinary Juan de la Cruz, who, out of fear of losing his small business, will vote for a candidate who will bring benefits to his business. This is a common picture and problem, said Mr. Doma.

“These political loyalties are but fragments of a really complicated socio-economic dynamics of Philippine politics wherein the powerless, especially the poor, are left voiceless and disenfranchised during local and national elections,” he said.

Everything boils down to who has cash and clout.

Take a closer look, for instance, at our political parties, said Ateneo de Manila School of Government program director Joy Aceron.

“Because [political] parties have no resources, it’s the candidates with lots of money who end up being fielded by parties,” she toldBusinessWorld in an e-mail interview.

“There is still [on the] ground politics, especially for local candidates, which is engaged [in] by candidates through [political] machineries that take care of the different kinds of vote-buying. Those who accept the money do so because they need the money. This remains true for most poor, yes. But vote-buying comes in different forms. One form is provision of in-kind assistance such as job opportunities and connections and access to prestige and statute. The middle class falls prey to this kind of vote-buying. Why? Economic security is one reason as well as the historical aspect, as discussed by Prof. Dumol,” said Ms. Aceron.

The modern-day timawas/alipin — commonly called the masa (masses) — are a big part of the dilemma.

“If you have timawa and datu mentality, what election do you have?” said Mr. Dumol.

Alipin mentality is “dependency” on the powers that be, he said. Datu mentality, on the other hand, is “the mentality of the privileged.”

“It’s a matter of who you know,” Mr. Dumol said.

The masa are intelligent enough to exploit these views of entitlement and dependency: “the modern version of the lower tier has realized the power of their votes,” explained Mr. Dumol.

The timawas/alipin mentality plays on their “sense of entitlement andbalato (reward).” So when they approach a candidate, they feel entitled to ask for something, say money to buy rice, or else they won’t vote you, said Mr. Dumol.

Vertical loyalty has become a two-way street. The modern datus rely on their money to get the poor to mark their ballots in their favor, while the modern timawas/alipin play on their “poorness” to wring cash and assistance in exchange of their precious vote. It has become a tango between two evils.

THE IMPORTANCE OF SIKAT
Is there a formula to get more masa votes? Perhaps, it is this: Always smile, join a “boodle fight,” and eat your pride.

“It’s amazing how candidates throw away their dignity, sing on stage and dance, and make their selves ridiculous if they want votes,” said Mr. Dumol, smiling.

In the absence of verbal communication, people judge superficially, making judgements based on things like personal appearance. In the Philippines — where fair skin and a fashionable appearance are considered superior — many, if not the majority, rely blindly on first impressions.

“This is the reason why oftentimes, people vote for people running for public or even private office in terms of the candidates’ popularity. Not necessarily popular because of their leadership capabilities but, merely on their being ‘sikat’ (well-known) or ‘kilala sa lipunan’ (prominence in society) because they are a sports figure, an artist, or rich businessman,” said sociologist Mr. Doma.

“Their concept of being ‘sikat’ is the same as ‘magaling’ (good), ‘mabait’ (kind), and ‘puede’ (with potential).

But this isn’t always the case. Actors like Aga Muhlach, Richard Gomez, and Cesar Montano ran in elections — and lost. Yet many elected officials have showbiz connections: action stars Lito Lapid, Jinggoy Estrada and Bong Revilla, actress/host Lucy Torres (Richard Gomez’s wife), and boxer Manny Pacquiao, to name a few. Recent surveys have placed actress Alma Moreno, comedian Vicente Sotto III, and Mr. Pacquiao among the top senatorial bets in the upcoming election.

SOCIAL MEDIA
Since about half of the voting population is now composed of tech savvy Millennials, next to having a winning personality and the ability to connect with the masa, candidates should also start tapping the power of social media. This includes viral infographics.

“In the Philippines, majority of the infographics coming out [online] during elections are statistical or ratings-based and text heavy. Also, some of the viral infographics created by netizens are more of memes,” De La Salle Taft applied media graduate students Raffy Antes, Fay Virrey, and Kevin Dulla told BusinessWorld.

The three have made Facebook infographics that weigh the pros and cons of the presidentiables (except for Rodrigo Duterte who announced his candidacy after they had finished their project). Their aim is to inform the public so they will vote wisely, but the students found it’s easier said than done.

“Cultural transition is not easy to achieve for it requires time and effort to reach the majority [especially those without internet access]. The notable significance of this project is to change the voting pattern of the Filipinos and for the succeeding generations to have a factual basis in selecting a candidate they want to vote [for],” said the group.

“Creating an infographic [intended for social media consumption] is not the absolute answer but a potential tool in altering the Filipino voting pattern from subjective (personality-based) to objective (What have the candidates done?).”

FOCUS ON PARTIES AND SYSTEM
The power of social media is undeniable, but experts say fixing our convoluted party system is more important in terms of creating educated voters.

“Many think that we vote the way we do because of culture. I disagree with this view. It is more because of the system [that is] in place that we vote the way we do. And this does not mean that it is not changing. We still vote by personalities because it is how the system goads us to vote, but the considerations for choosing which candidate to vote [for] are changing,” said political analyst Mr. Tayao.

“Now, it’s difficult to say there’s a trend or there will be a trend. What I’m certain is, the voters are not dumb, they are continuously experimenting on what criteria. Of course, popularity is still a plus, but it’s no longer the single most important consideration,” he said.

To avoid the pitfall of personality-based voting, ADMU school of government director Ms. Aceron said we should focus on platforms and competencies. After all, aren’t these what we should be looking for in the next president? But Ms. Aceron said even the political parties, which should be highlighting candidates’ plans and accomplishments, are not doing what they can.

“We vote the way we do because the institutional-legal framework governing our electoral system is flawed. It doesn’t facilitate and support a discerning collective process that enables us, as a people, to vote based on considerations such as platforms, strategy, long-term vision, and competency,” she said.

Our party system — or the lack of it — leaves voters to make decisions based on their own perceptions alone. “We know, of course, that individual capacity is determined by many factors, and often, individuals have many other considerations that they find more important,” she said. But the load of studying the candidates could be lessened if there was a concrete party system.

“At a given national election, a voter chooses at least 30 candidates to support. That’s from President to Councilor. Because we are a multi-party system, in any given post, there are at least three candidates vying for the same position. Because parties do not matter in the country, each candidate has his/her own thing. It’s not like in other countries where parties signify a distinct program of government or at least perspective. Here, parties are there only logistical support to the candidates at most,” said Ms. Aceron.

And individually studying at least 90 candidates in an election is a “gargantuan task even for an educated person.”

“In sum, voters vote the way they do in the Philippines because of the system (or the non-system) governing our elections,” she said.