Came from the Project Purple launch yesterday, an event by Yahoo! and handled by Ogilvy (cat’s out of the bag — Ogilvy now handles Yahoo! Philippines — Gratz!). In a nutshell, the event, hosted by Patty Laurel was a below the line approach to showcase Yahoo! properties, announce tie ups, and showcase local community members within their products. Check out the local Yahoo! Philippines portal for contests and interesting prizes such as purple Krispy Kreme donuts, BlackBerry devices and the grand prize — a spankin’ new Yahoo! Honda Jazz with Wee Will Doodle all over it. Here are more photos from the Ayala Museum.
Event aside, what I found more interesting was the head fake Jojo Anonuevo told me after the camera interview …
And now for the Project Purple headfake. Off camera, Jojo told me that there’s a deeper purpose to all of the hype which was not covered by the event. Project Purple exists to serve as a springboard for online and real world collaborations for advertising and below the line (PR) campaigns. Maybe to the uninitiated, Yahoo! is simple the household name we have for email, Yahoo! Messenger and the news portal. Truth is, their web properties stretch as far as Flickr, Yahoo! Answers, Delicious, Jumpcut (oops they dumped Jumpcut — how sad), and Yahoo! Live (eek they shut this down too).
Yahoo! is simply accelerating this education process by using their own web properties, namely Flickr and Yahoo! Answers, both which have a strong Filipino community like this one here (heck, Flickr’s original founder is part Filipina). As a fellow new media advocate, this spells good tidings for future campaigns. Congratulations Jojo and Yahoo! Philippines!