Results and Effectiveness

Jollitown is the highest rating children's TV show within the period August to November 2010, garnering 7.5% vs. SpongeBob at 7.1% and Ben10 at 6.9%. Jollitown also helped grow the total Jollibee business. Party Bookings went up by 27%, Club membership up by 132%, and page views up by 100%.

Creative Execution

Jollitown aired for 13 Sundays starting April 2010 on GMA 7, the No. 1 Philippine television network, within a morning timeslot. Each episode ran for 30-minutes and featured different stories of fun and adventure, with music and dance as the backdrop, to organically promote good values. In addition to the TV show, an integrated campaign maximizing various contact points was developed to create greater awareness for the show: • 15-second TV and radio plugs placed in high-rating shows • Press ads, false wraps for newspaper kid sections and interactive, kid-oriented print materials • Billboards and ambient materials • In-store merchandising within 650 Jollibee outlets Roving cinemas were set-up to show Jollitown episodes within villages and subdivisions. The mascots also toured the country for actual interaction with children. Online, Jollitown had interactive games and applications, such as a virtual exploration of each mascot’s home in Jollitown, mascot-themed games and free downloadable keepsakes.

Insights, Strategy and the Idea

The growth of the country’s No. 1 fast food chain, Jollibee, has slowed down. The client believed that TV advertising is no longer helping. But the brand knew that TV is still the most dominant and popular medium in the Philippines. In almost every home, there is one TV set where Jollibee’s target, the child, sees what everyone watches. Most of them not suitable for children. The challenge was how to advertise the brand on TV given the current landscape where sex and violence were the pre-dominant themes. Leveraging on the appeal of Jollibee, the brand’s iconic mascot, as the Filipino child’s best friend and the credible purveyor of good values, we created Jollitown, a magical place where Jollibee and his friends provide wholesome entertainment and values education to a young, impressionable audience. Jollitown is the Philippines’ first branded children’s television show, thus changing the landscape of Philippine television completely.