The Brief

GMA News TV Channel 11 is the offshoot station of GMA Channel 7, leveraging on the award winning credibility of its News and Public Affairs. One of the main thrusts of the station is to host quality public service events to reach out to a new set of target consumers. In line with the theme Serbisyong Totoo or True Service, the strategy of this public service project entitled, “GMA News TV Free Ride” is to provide Filipinos from different sectors free bus rides in designated areas around the Metro while providing a unique GMA News TV experience.

Describe how the promotion developed from concept to implementation

Our research showed us that pedestrians and commuters from lower income groups account for 75% of all trips in Metro Manila.1 Commuters spend an average of 50-60 minutes per 1-way commute time.2 This was deemed as potential new set of target consumers, out-of-home travelers who didn’t have immediate access to TV sets while on the road. This paved the way for us to launch our idea of having free bus rides on GMA News TV-themed buses with activities on board to reach out to this untapped commuter market. Source: 1.http://www.gmanetwork.com/news/specialreports/the-agony-of-metro-manila-commuters 2.http://www.payscale.com/research/PH

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

The overwhelming participation and clamor for repeat from the target audience to the first GMA News TV Free Ride launched in July 2011, resulted in two more additional legs, one last December 2011 and another June this year. The second leg of the activation garnered a 20% increase of number of passengers from the first series and the latest leg garnered a 26% increase from the second. There was also positive feedback given through survey forms wherein 99% were happy with their experience and numerous positive comments such as “I love the bus” from participants via social media as well.

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

First, GMA News TV bus riders were spared from paying their normal, daily commute fees because the ride was free. Second, the bus trip was made interactive and engaging as they were treated to a GMA News TV-filled experience: Passengers watched GMA News TV live while on board the bus. Special activities on the bus included hosts sharing GMA News TV-related trivia for a chance to win premium items. Passengers were given survey cards where they can share their feedback about the ride and share public service concerns, some of which were addressed in one of the station’s news program.