| Title | LOLA |
| Brand | BAYAN TELECOMMUNICATIONS |
| Product / Service | TELEPHONE |
| Entrant | BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES |
| Entrant Company: | BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES |
| Advertising Agency: | BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| David Guerrero | BBDO Guerrero/Proximity Philippines | Chairman/Chief Creative Officer |
| Simon Welsh | BBDO Guerrero/Proximity Philippines | Executive Creative Director |
| Joel Limchoc | BBDO Guerrero/Proximity Philippines | Executive Creative Director |
| Tin Sanchez | BBDO Guerrero/Proximity Philippines | Head Of Copy |
| Brandie Tan | BBDO Guerrero/Proximity Philippines | Head Of Art |
| Telly Arce | Freelance Producer | Producer |
| Ombet Traspe | BBDO Guerrero/Proximity Philippines | Account Director |
| Eric Oandasan | BBDO Guerrero/Proximity Philippines | Account Manager |
| Shirley Gadia | BBDO Guerrero/Proximity Philippines | Account Manager |
| Tunde Fafunwa | Bayan Telecommunications/Inc. | Chief Executive Consultant |
| John V. Rojo | Bayan Telecommunications/Inc. | Vp/Corporate Brand/Communications |
| Maritess Canlas | Bayan Telecommunications/Inc. | Head/Bayan Dsl |
| Freya Santos | Bayan Telecommunications/Inc. | Manager/Corporate Brand/Communications |
| Lyle Sacris | Freelance Director | Director |
| Abracadabra/Inc. | Production House | |
| Vilma Magsino | BBDO Guerrero/Proximity Philippines | Final Artist |
| Al Salvador | BBDO Guerrero/Proximity Philippines | Print Producer |
| Marlon Balangon | Bvm Photography | Photographer |
To promote BAYAN DSL's easy internet service, we turned a 66-year old 'silver surfer' into a viral phenomenon. She was called Lola Techie (Grandma Techie). She surfs, chats, uses the webcam, goes to Twitter, Facebook and more, catches up on the latest Youtube virals, and even plays a shoot-em-up online game.
Lola Techie's fame amassed free media impressions worth six times that of the paid media. Customer inquiries rose to 853% in less than two months. She attracted over 93,000 fans and was spoofed by comedy shows at least three times. The campaign even opened doors for a computer literacy program for the elderly. CNET Asia called the Lola Techie the "Triumph of a Through-the-Line, Integrated Campaign".
Before the TV launch, we registered a range of online properties in her name in Facebook, Youtube, Twitter, Yahoo, Plurk, Gmail and Multiply. With these and a team of responders, we began a dialogue with consumers ahead of the media break. Every 10 days, we released a Lola Techie viral video before launching it on TV. First was a video of Lola Techie using Facebook lingo as she reprimands her grandson via video-chat. This was followed by Lola Techie using Twitter, playing a violent online game, responding to a widely circulated celebrity sex video, and a Lola Techie spoof of the Coke and Mentos Youtube viral. Billboards, banners, a print ad, a radio commercial and continuous activity in social networking sites supported the campaign. All these led consumers to www.lolatechie.com where they found a BAYAN DSL subscription form.