SCREEN-AGE LOVE STORY

TitleSCREEN-AGE LOVE STORY
ClientPLDT
Product / ServiceMYDSL
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Advertising Agency ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

The Campaign

90% of Philippine internet advertising is rational. So we decided to rise above the clutter of Mbps and speed and get emotional engagement. We reached out to the decision makers (moms) without alienating the influencers (their teens). We communicated to them that PLDT myDSL’s strong internet connections can create strong emotional connections. We brought this to life through Screen-Age Love Story wherein we created people both mom and teen can empathize with – a love struck boy named Derek S. Lorenzo (DSL), his ultra-supportive mom, his family and his crush, Anna. Launched online, revealed through traditional media and supported by a variety of branded and unbranded touchpoints throughout the campaign, we blurred the lines between fiction and reality. This became a “real life” demonstration of strong internet connections creating strong emotional connections extensively in a medium that PLDT myDSL is a provider of.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Screen-Age Love Story was 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’.

Credits

Name Company Position
Michaelangelo Reyes/Karen Sto. Domingo Freelance Producer
Henry Frejas Filmex Director
Louie Di/Josh Rodriguez/Yahnee Mendoza Ace Saatchi/Saatchi Events Manager/Coordinator
Dennis Obien Ace Saatchi/Saatchi Print Producer
Martin Romualdez Ace Saatchi/Saatchi Media Relations Manager
Shiela Tiongko Ace Saatchi/Saatchi Digital Director
Patti Lee Ace Saatchi/Saatchi Digital Media Manager
Patti Mallari Ace Saatchi/Saatchi Activation Communications Director
Gen Lizares Ace Saatchi/Saatchi Head Of Activation
Joem Segovia Ace Saatchi/Saatchi Digital Manager
Thonx Kwek Ace Saatchi/Saatchi Web Designer
Carmen Antunez/Natalie Ang Ace Saatchi/Saatchi Planner
April Landicho/Claire Cruz/Geli Angeles/Adi Yapyuco Ace Saatchi/Saatchi Account Manager
Gigi Garcia Ace Saatchi/Saatchi Client Service Director
Glenn Lalogan/Windel Aboy/Hans Malang/Miguel Mier Ace Saatchi/Saatchi Art Director
Paw Berroya/Gelo Suarez/Jordan Santos/Petra Magno/Sara Badr Ace Saatchi/Saatchi Copywriter
Denise 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