OgilvyOne’s award-winning Pacquiao campaign for Nike

It was the only Philippine agency, and one of only two agencies in Southeast Asia, honoured at the John Caples International Awards in New York, which recognises the best in direct and interactive marketing as judged by some of the world’s most prominent digital and direct-marketing creatives.

With the 7-to-1 odds in Manny Pacquiao’s favour coming into his 2010 fight against Joshua Clottey, OgilvyOne’s digital campaign for Nike countered that wins are only made easy when preceded by hard training.

Giving consumers a glimpse of how the seven-time world champion personified the ‘Just Do It’ spirit, the online promo challenged Pacquiao fans, non-professional athletes, to try to match the boxer’s famously intense workouts by posting online videos of as many consecutive push-ups as they could achieve.

In 20 days, Pacquiao’s fans uploaded 6,319 push-ups — each one corresponding to a raffle ticket for exclusive Nike Pacquiao clothing. In 10 days alone, the website saw 300 per cent more page-views than Nike’s previous Pacquiao campaign.

The Silver win in New York added to OgilvyOne’s three-metal win in the Asian Interactive awards.