DIAL-A-DRAMA

TitleDIAL-A-DRAMA
ClientC.U.R.E.
Product / ServiceRED MOBILE SERVICE
CategoryA04. Best Use of TV or Radio in a Promotional Campaign
EntrantDDB DM9JAYMESYFU Makati City, THE PHILIPPINES
Entrant Company:DDB DM9JAYMESYFU Makati City, THE PHILIPPINES
Sales Promotion/Advertising Agency:DDB DM9JAYMESYFU Makati City, THE PHILIPPINES

The Brief

The promo was intended to boost acquisitions and to demonstrate the affordability and convenience of red Mobile's lowest unlimited service.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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