Tears of Hope, Tears of Health

In 2005, Perceptions implemented a campaign for Visine in partnership with the Eye Bank Foundation of the Philippines to promote the importance of proper eye care and to communicate the benefits of using eye drops to keep the eyes clean and healthy. Through an integrated PR and advertising campaign, Perceptions executed the Tears of Hope, Tears of Health campaign featuring celebrities from the movie/TV, music and news broadcast industries who lent their likeness and insights to the campaign. Perceptions enjoined the participation of Jun De Leon, one of the country’s top photographers, who took photos of these celebrities with tears in their eyes. With the Philippine Daily Inquirer as one of the media partners, advertisements came out in the paper showcasing these celebrities and a short write-up on what makes them cry tears of joy. The campaign successfully positioned Visine as a necessary tool in proper eye care, and helped strengthen brand awareness and increase product sales for Visine.


Enervon’s Share the Happy Campaign

In December 2009, multivitamin brand Enervon sought to re-launch a new interpretation of its thematic tagline, "more energy, mas happy." The product’s new campaign focused on a more meaningful and real interpretation of "happiness" to Filipino buyers–which includes physical, emotional and sociable happiness. Through a campaign called "Share the Happy," Enervon provided Filipinos an opportunity to make a contribution in enriching the lives of street children during Christmas 2009. As part of this campaign, Enervon unveiled a partially lighted interactive billboard along EDSA. The public was encouraged to help light up the billboard and pledge their support for the cause by texting "Refill" to 2948. Each text message translated to an additional light on the billboard as a sign of support. Following the lighting of the billboard, a donation was made by Enervon to the Virlanie Foundation on behalf of all who supported the cause.

For this project, Perceptions designed a two-month PR roadmap which supported the different marketing activities that were undertaken by the brand. This included the unveiling of the billboard to the media, a Christmas Chorale roadshow which visited selected high traffic MRT stations, and the turnover of the donation to the Virlanie Foundation. For the campaign’s launch,
Perceptions enlisted the support of local celebrities Toni Gonzaga,
Love Anover and Josef Elizalde who lent their time for free to help the public support this cause. Perceptions also coordinated with Virlanie Foundation to further establish and enlist support for the cause of street children among the public.