Student Work: Advertising | Tutuban Center

2nd PUP Junior Ad Clash 2015
Advertising | Tutuban Centermall

Last March 2015, we created a campaign for Tutuban Center, a shopping center found in Divisoria, the fashion capital of Manila. It was our final requirements for the subject, Integrated Advertising, Promotion and Marketing Communications.

It was a whole lot of experience for us to work in a bigger group. We started out gathering data during the month of February and created a brief based on the data we gathered. Finally, we were able to come up with a solution to address the need of Tutuban Center.

Situational Analysis

In 1982, when PNR began its operation, Tutuban Station became a place for commercial and business environment. This historical proportion and dynamic impact played a large role in awareness about Tutuban as an important trading complex due to its location in Divisoria, the shopping capital in Metro.

Tutuban Center, the pioneer shopping center in Divisoria, is known for its wide preservation of cultural and historical structures alongside with their introduction to modern wholesale and retail setting. Through time, Tutuban Center had offered a variety of choices t affordable prices for practical Filipino shoppers from sun up to sun down.

However, due to trends and evolving lifestyle, malls like 168, built with modern structures and facilities affected the market standing of Tutuban Center. Hence, Tutuban Center started to develop and build new amenities in addition to their existing services to provide a better Pinoy Shopping Experience.

Target Market

Demographics
Male and Female
15-35 years old
Belonging to socio-economic class C & D
Residing in Metro and Mega Manila

Psychographics
Trendy | Practical | Transient

LEVEL-UP ANG SHOPPING, DITO LANG SA TUTUBAN!

Big Idea

Print and Outdoor Advertisements
Print AD, Poster Proposals and Outdoor Banners

Digital Campaign

Web Design & Social Media

Thematic Calendar Posters

From January to December

Radio Jingle 30s

TVC 30s

After all the sleepless nights, the hardworks, the burning of our wallets, the fights and shouting in the middle of the night, the multiple revisions, the arguments on the words, the tiresome shooting, it was all worth it.

All five of our presenters bagged the Best Presenter Award with the Over-all Best Presenter coming from us. We were also awarded as BEST in TVC, Best in PRINT / OOH and of course, GRAND CHAMPION.

We were so blessed and I was lucky I was able to work with my team. They're not just colleagues, we're a family.

Credits:
Client: Tutuban Properties Inc.
Brand: Tutuban Center

Agency: 2rriD
Creative Director: Mae Defeo
Copywriters: Ian Jerome Fajardo, Arlyn Fernando, Helena Cheung, Jeane Marie Vilog, Jherico Oro

Art Directors: Mark Julius Jucutan, Camille Cruzada, Margarette Ertes, Joy Angel Garais
Research Head: Maher Shalal Hash Baz Barcena, Helena Cheung
Presenters: Noela Amparo, Ian Jerome Fajardo, Mae Defeo, Thea Villanueva, Christine Barias
Producer: Noriel Dela Cruz

Production: 2rriD
Director: Rojhun De Luna
Video Editor: Charles De Los Santos
Animator: Charles De Los Santos
DOP: Mike Matias, Alissa De Ocampo
Voice Talent: Noela Amparo
Sound Design: Mark Darryl Loresco, Jherico Oro
Producer: Dione Paas

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