Creative Execution

We created a universal Standard Appliance story based on the similar brand experience of the younger market with a very relatable character. We brought this story to life through a beautifully made animated film, put together by a global team of animators. We shared the film online through Youtube and spread the video link on our Facebook page and website and through billboards and print ads. We invited film viewership through fun Facebook quizzes. We also released the film in cinemas and encouraged audiences to go to our Facebook page for a replay.

To capture the younger market, we first needed to capture their attention. This campaign has achieved this. Our Facebook followers increased by 46%, 52% of which are our target demographic and 93.1% of which are actively engaged. We reach an average of 558,819 people in Facebook where most young Filipino people are.

Standard Appliances is a brand of appliances with a strong foothold among older consumers. The goal was to capture the younger market. This was a challenge as we learned that young people felt disconnected from the brand since it is their parents who buy home appliances. However, we also discovered that youth, though they do not immediately realize it, actually have a long experience with the brand, having grown up with their parents’ Standard Appliances. This gave us the idea to create the universal Standard Appliance story based on their personal experiences and share it in popular young hangouts—online and on the road—allowing them to connect with the brand.