The Campaign

Filipino teens are the most text-addicted people in the world. Companies need only to advertise discounts and promos to ensnare them. But can you really create a lasting connection with just numbers and figures? The challenge for Globe was to build a stronger relationship with the youth. Globe managed to tackle this problem by finding a relevant issue with teens and making a stand. This issue was SEXTING. A coined word that describes scandalous images passed along through cellphones. Globe did not want to be the means to spread the problem, but the means to a solution. So we created a TVC with the message, “In today’s digital age, scandals can be kept forever. Shame can last forever”. The commercial was a success with tons of earned media. Instead of teens talking about scandals, they were now talking about how to prevent scandals. Globe was hailed as an ally of the youth and an instigator of change. And the 2.5% increase in pre-paid reloads shortly after was just icing on the cake. It just goes to show that if you give a damn about teens, teens will give a damn about you.

The Brief

Globe wanted to veer away from other Telecommunication companies that only advertise discounts and price-drops to get the youth market. They knew that numbers and figures do not create a stronger relationship with teens. They knew that what built a lasting connection was giving a damn about teens. Our research has shown that there was an alarming increase of SEXTING cases among the youth. And this is what Globe chose to help teens on. As such, Globe was seen as an ally of the youth and a champion for their cause.

Results

There was a 2.5% increase on pre-paid reloads (the youth’s plan of choice) shortly after the TVC was aired. But more than that was the viral buzz it generated. Globe was hailed as an ally of the youth. An instigator of change. The means to a solution for SEXTING, and not the means to spread the problem.

Execution

Globe created a TVC specifically to address the SEXTING problem teens are facing. The ides of this commercial was simple: In today’s digital age, scandals can be kept forever. Shame can last forever.

The Situation

80% of all teens have at least one cellphone. In fact, the Filipino youth is considered to be the most text-addicted person in the world. This has made other Telecommunication companies complacent, releasing ads that just show price-drops and promos to ensnare teens. Globe saw this as an opportunity to build a stronger bond with teens because instead of advertising perks and discounts, we created an ad that delved into one of the major problems of teens. SEXTING. Scandalous images that destroy young people’s lives passed along through cellphones.

The Strategy

We knew that in order for Globe to build a significant connection with the youth, we had to talk to teens in a very personal level. We needed to delve into their issues and try to find solutions to their problems. SEXTING has become increasingly alarming among teens. And since cellphones were often the means to spread these scandalous images, We decided that SEXTING was the perfect issue Globe could stand against.