Title | DIAL-A-DRAMA |
Brand | C.U.R.E. |
Product / Service | RED MOBILE SERVICE |
Category | A04. Best Use of TV or Radio in a Promotional Campaign |
Entrant | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
Entrant Company: | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
Sales Promotion/Advertising Agency: | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Merlee Jayme | DDB DM9JaymeSyfu | Chief Creative Officer |
Eugene Demata | DDB DM9JaymeSyfu | Executive Creative Director |
EJ Galang | DDB DM9JaymeSyfu | Copywriter |
Merlee Jayme | DDB DM9JaymeSyfu | Copywriter |
Miko Quiogue | DDB DM9JaymeSyfu | Art Director |
Ronnie Amador | DDB DM9JaymeSyfu | Editor |
Buboy Paguio | DDB DM9JaymeSyfu | Editor |
Alex Syfu | DDB DM9JaymeSyfu | Account Supervisor |
Julia Pronstroller | DDB DM9JaymeSyfu | Account Director |
Isabel Prollamante | DDB DM9JaymeSyfu | Account Manager |
Lester Parulan | Freelance | Producer |
Glenn Mariano | HIT Productions | Audio Engineer |
The promo was intended to boost acquisitions and to demonstrate the affordability and convenience of red Mobile's lowest unlimited service.
Due to budget constraints, red could only afford to advertise through radio. Using the budget of a 30-second radio spot, we thought of a call-in promo where people get to use the unlimited mobile service without restraint. We used the Filipinos' love for soap operas and fame, and created the first ever interactive radio drama Dial-A-Drama. Here, callers get a twisted situation and a character to play. The best caller to portray that character wins phone load.
Callers did not hold back in using red Mobile to become a star, averaging 3 minutes per call. red Mobile enjoyed 27 minutes of airtime for the cost of a 30-second ad, with a media mileage of $9,600 everyday. 57,000 new subscribers joined red during the promo.
By using radio, even people who did not have the face to be actors had the chance to become stars. The unlimited rates were so low that people took their time in grabbing their 15 minutes of fame. Filipinos loved drama and fame so much that people subscribed to red Mobile just to be part of Dial-A-Drama.