Title | SCREEN-AGE LOVE STORY |
Brand | PLDT |
Product / Service | MYDSL |
Category | B03. Consumer Services |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Advertising Agency | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Rod Alonzo/Dovie Raqruel/Thony Alunan/Rico Torres/Robert Achas/Jimmy Cepeda | Ace Saatchi/Saatchi | Final Artist |
Dennis Oben | Ace Saatchi/Saatchi | Print Producer |
Martin Romualdez | Ace Saatchi/Saatchi | Media Relations Manager Kahat |
Shiela Tiongco | Ace Saatchi/Saatchi | Acd |
Louie Di Jr./Josh Rodriguez | Ace Saatchi/Saatchi | Events Manager/Coordinator |
Patti Lee | Ace Saatchi/Saatchi | Digital Manager |
Patti Mallari | Ace Saatchi/Saatchi | Activation Communication Designer |
Gen Lizares | Ace Saatchi/Saatchi | Head Of Activation |
Joem Segovia | Ace Saatchi/Saatchi | Digital Manager |
Thony Kwek | Ace Saatchi/Saatchi | Web Designer |
Henry Frejas | Filmex | Director |
Carmen Antunez/Natalie Ang | Ace Saatchi/Saatchi | Planner |
Michaelangelo Reyes/Karen Sto. Somingo | Ace Saatchi/Saatchi | Freelance |
Gigi Garcia/April Landicho/Claire Cruz/Geli Angeles/Adi Yupyuco | Ace Saatchi/Saatchi | Service Client Supervisor |
Glenn Lalaogan/Windel Aboy/Hand Malamang | Ace Saatchi/Saatchi | Art Director |
Paw Berroya/Gelo Suarez/Petra Magno/Sara Badr | Ace Saatchi/Saatchi | Copy Writer |
Dennis Tee | Ace Saatchi/Saatchi | Head Of Art |
Greg Martin | Ace Saatchi/Saatchi | Creative Director |
Trixie Diyco | Ace Saatchi/Saatchi | Vp/Creative Director |
Andrew Petch | Ace Saatchi/Saatchi | Executive Creative Director |
90% of Philippine internet advertising was about speed and was purely rational. We needed to rise above the clutter of the market place to get new customers for PLDT myDSL. We reached out to the gatekeepers of the home –moms. But we needed to do it without alienating the influencers – the teenagers. So, we decided to appeal to emotion: PLDT myDSL’s strong internet connections can create strong emotional connections. To bring this to life, we created the Screen-Age Love Story campaign. We launched unbranded then did a reveal and sustaining with a mixture of traditional ATL, activation and unbranded materials.
PLDT myDSL, the country’s biggest residential internet service, wanted to convey that their strong internet connection can create strong emotional connections. Screen-Age Love Story brought this to life utilizing extensively a medium PLDT provides, the internet. By launching unbranded and sustaining it with a mix of branded and unbranded material over multiple media we blurred the lines between reality and fiction. By. creating characters, giving them their own social media accounts and treating them like real people, we create a “real life” demonstration of how strong internet connections begets strong emotional connections.
We launched by uploading an unbranded YouTube video of “Derek S. Lorenzo” singing an original song entitled Anna Banana for his crush. His fictitious “mom” support it through her blog, twitter feeds, comments on forums and cold calls on radio talk shows asking everyone to check out her son’s video. It had an online launch and traditional media reveal. "Us-generated" videos then sustained interest. We then brought in his crush to publicly break his heart through another unbranded video. Setting the stage for another burst of materials that invited the nation to be Derek’s new ‘Anna’.
Philippines' most viewed branded videos. Trended in twitter thrice. Over 40 copycat videos. Reposted by YouTube users. Shared in social media. Almost 6 million combined views. User and celebrity tweets caught over 1 million eyeballs. Covered by radio shows, tv news and print -- estimated P10 million in free media and WOM. PLDT myDSL website got 30% increase in total visits. 200% increase in applications. 30% revenue increase for PLDT myDSL. Post-launch tests: 93% now find brand more appealing. 83% prefer it to other internet services. 62% awareness after 4 weeks-- highest rate for any PLDT retail brand since 2010.