Title | SCREEN-AGE LOVE STORY |
Brand | PLDT |
Product / Service | MYDSL |
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 |
---|---|---|
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 |
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.
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.
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’.