An Advertising campaign for Faces Philippines, Inc.

• Main Authors: Espino, Joy S., Jorda, Elaine Teresa B., Warren, Arnold Q.
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16901
• Institution: De La Salle University

CAVEL Group of Companies, owned and managed by Carlos Bobong A. Velez, is a growing corporate entity engaged in various business endeavors. One of them is Faces Philippines, Inc., a well-known disco in the country. There are around 14 discos operating within Metro Manila, 6 of which are in the Makati area. The discos in Makati are more prominent as compared to the discos in Quezon City or Manila. Faces is one of them. The others are Mars, Euphoria, Kudos, Equinox and Pulse. Faces, along with Mars, Euphoria and Kudos cater to the upper class while Pulse and Equinox cater to the lower class. Faces disco also caters to the A and B classes whose ages range from 18 to 45 years. This market is composed of the top 2,000 of Manila's social set. At present, people view Faces simply as a classy place for classy people. They also cannot differentiate what Faces offers from those being offered by other discos. However, Faces is really more than a disco or a drinking place. It's a place where people can relax and enjoy. It's a place where they can be themselves, without pretending to be anyone else so as to belong to the Faces crowd. It's a place where they can have fun. With this in mind, the group came up with an objective to reposition Faces and also to sell the weak days of the disco. The advertising campaign's objective is to inform 80% of the target market that Faces is Your Idea of Fun . At the end of the campaign, the target market should perceive Faces as a place wherein they can really enjoy themselves the whole week through. Therefore, they would start to prefer Faces over any other disco. To achieve this objective, the group created an advertisement that would allow the target market to see Faces as a place where they can have fun because it offers total entertainment from Monday to Saturday. To effectively reach the market, the group decided to use different forms of media. These are the television, print, and non-conventional media which are Pearl and Dean and Airport Ads. The group was given an advertising budget of Faces worth P 5 million which should be used for 1 whole year. As a result of the campaign, the group expects that the target market would start to associate the word fun with Faces. The target market would start to see Faces as more than a disco or a drinking place, but as a place where they can be themselves and wherein they can have fun the whole week through because it offers total entertainment. The group also expects that after 1 year of exposure to the advertisement, Faces would become a household name for the A and B markets. Since the target market would be enticed to visit Faces regularly, they should start to prefer Faces over any other disco and they should develop loyalty to the place. To evaluate this study, the group would be conducting a research by the middle of the year and at the beginning of the following year. The group believes that the target market has already been exposed to the advertisements by this time. The campaign would be considered effective if it shall have maintained the present clientele and if it shall have added new ones.