| Title | SCREEN-AGE LOVE STORY |
| Brand | PLDT |
| Product / Service | MYDSL |
| Category | A07. Best Use of Other Digital Platforms in a Promotional Campaign |
| 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 | Free Lance | Producer |
| Henry Frejas | Filmex | Director |
| Martin Romualdez | Ace Saatchi/Saatchi | Media Relations Manager |
| Louie Di. Jr/Josh Rodriguez/Yahnee Mendoza | Ace Saatchi/Saatchi | Events Manager/Coordinator |
| Dennis Obien | Ace Saatchi/Saatchi | Print Producer |
| Shiela Tiongco | Ace Saatchi/Saatchi | Digital Director |
| Patti Lee | Ace Saatchi/Saatchi | Deigital 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 | Wed Designer |
| Carmen Antunez/Natalie Ang | Ace Saatchi/Saatchi | Planner |
| April Landicho/Claire Cruz/Geli Angeles/Adi Yupyuco | 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 |
To differentiate ourselves from the other internet advertising in the Philippines, 90% of which were rational and mostly harped about speed, we decided to get emotional. We needed to tell the gatekeepers of the home, moms, that PLDT myDSL's strong internet connections can lead to strong emotional connections. And we had to tell it in a way that would appear cool to their teenage kids.
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.
PLDT myDSL, the country’s biggest residential internet service, wanted to convey that their strong internet connection can create strong emotional connections. When we made this come to life through Screen-Age Love Story, the nation was able to watch what they thought was a real teenager get emotional support from his family online from the initial badly done video for his crush, to him getting publicly dumped. Through a mixture of unbranded and branded materials on different media, the campaign served as a “real life” demonstration of “strongest connections” in a medium that the brand was a provider of.