CULMINATING THEIR END of semester project, the San Beda Junior Marketing Association (SBJMA), in collaboration with Yamaha Motors Philippines, celebrated their annual Advertising Conversation (ADCON) with the theme, “Driving IMC Success Through Accelerated Digital Experience” last December 5 at the Lydia Tan-Sy Grounds.
ADCON is a course taken by the juniors of the Department of Marketing Management under the Department Chairperson and SBJMA’s moderator, Asst. Prof. Gregorio Borja III MBA, CPE. By nature, during the course’s final term, ADCON conducts “events” quaintly recognized through its collaboration with case partners—like Xiaomi Philippines during last year’s ADCON. For this year, the event’s case partner was Yamaha by which, as stipulated in the partnership, Yamaha was to participate in three of San Beda University’s (SBU) events, among which was ADCON 2024.
According to Althea Luga, SBJMA’s Junior Officer for External Affairs and Activity Chairperson for the event, the goals of the activity was to “present Integrated Marketing Communication (IMC) strategies for Yamaha; to assess the IMC plans of junior marketing management students encouraging creative approaches that resonate with Gen Z consumers; to showcase Neo Fazio lines through each showroom to emphasize its alignment to Gen Z’s diverse personality; and lastly to evaluate overall effectiveness of the IMC plans through audience feedback and brand impact.”
According to Luga, the collaboration was “impactful” as students were one of the first groups to see the new Yamaha Mio Fazzio colors that officially launched a day after the event.
“I think it’s what Yamaha left na na-intrigue ‘yung students, na there is something more with Yamaha Fazzio line, and given na we also explained our IMC plans the students, we [were] not only able to see the aesthetic of the motors but had an overview,” she shared.
Despite the event’s success, organizing ADCON was “no easy feat.” Luga explained that SBJMA had to depend on sponsorships to meet the demands of the event. Two platinum sponsors had already contributed but exhibition panels, Light Emitting Diode (LED) walls, and other technical requirements pushed the budget to the limits.
“Kailangan magawan talaga ng paraan ‘yung on-the-spot problems namin. So, we managed to pull through naman. Pero, ‘yun I can say na namaximize naman namin ‘yung budget both monetary at both sponsored and from organizational funds,” she added.
Looking ahead, Luga expressed her “hope” for a more extensive pre-event campaign in future ADCONs. “Xiaomi, their pre-event was huge na talaga agad…umikot sila sa Intramuros capturing through Xiaomi phones so I want that to come back for the next ADCON,” she said, wishing that in 2026, they could go “grand” as early as in the pre-event.
(with Nityananda Dasi Y. Santos)