SCREEN-AGE LOVE STORY

TitleSCREEN-AGE LOVE STORY
BrandPLDT
Product / ServiceMYDSL
CategoryB03. Consumer Services
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Advertising Agency ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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’.

Results

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.