ISLAND

TitleISLAND
BrandPRU LIFE UK
Product / ServiceINSURANCE
CategoryA05. Branded Live Experience
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Entrant Company BBDO GUERRERO Makati City, THE PHILIPPINES
Contributing Company BBDO GUERRERO Makati City, THE PHILIPPINES
Media Agency MAXUS GLOBAL Manila, THE PHILIPPINES
Production Company POSTMANILA Makati City, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Chief Creative Officer, Copywriter
Tony Harris BBDO Guerrero Chief Executive Officer
Dale Lopez BBDO Guerrero Executive Creative Director, Art Director
Rachel Teotico-Yulo BBDO Guerrero Creative Director, Copywriter
Jamie Que BBDO Guerrero Copywriter
Emman Carandang BBDO Guerrero Art Director
Ombet Traspe BBDO Guerrero General Manager
CJ Roque BBDO Guerrero Head of Accounts
Roshan Nandwani BBDO Guerrero Head of Digital
Ethel Dino-Datario BBDO Guerrero Group Account Director
Larah Lee BBDO Guerrero Senior Account Manager
Cristina Buenaventura BBDO Guerrero Deputy Head of Planning
Gail Narcisa BBDO Guerrero Digital Designer
Idda Aguilar Just Add Water Producer
Ino Magno Just Add Water Producer
Lyle Sacris Film Pabrika Director
Belle Tiongco Pru Life UK SVP and Chief Marketing Officer
Harish Agarwal Pru Life UK Senior Regional Manger- Brand, Advertising, and Research
Joy Panaguiton BBDO Guerrero Final Artist

The Campaign

The Pacquiao-Mayweather fight made history as the world’s highest grossing sporting event. So months before the big fight, Philippine advertising was bombarded with Manny Pacquiao endorsements. Ranging from brands like Nike, Rexona, and Vit Water, to Smart Telecommunications, and Magic Songs XTREME Karaoke. Even international brands, such as Foot Locker, were taking advantage of the spotlight on Manny. But while most brands focused on endorsements from the Filipino champion, Pru Life decided to stand out by telling the story of a different group of fighters.

Results

The people of Bantayan are some of Manny Pacquiao’s biggest fans. This remote island had been devastated by a deadly typhoon in 2013. With no electricity they had no way to watch the fight. Pru Life UK, having a history of social support for the typhoon victims, wanted to give Filipinos a way to support their hero for the Fight of the Century. So we brought the fight to them live via satellite. We told their story in an online & broadcast video. We produced and distributed 100,000 bandanas, tied to our brand identity, which created a movement of support for the fighters on Bantayan Island, Cebu.We asked people to show their support for these Filipino fighters by posting a photo wearing the bandana. Each photo or hashtag resulted in a donation for Bantayan’s recovery. The campaign reached 18M+ views made the film the most watched fight day ad (even though Pacquiao wasn’t in it). We received 75% increase in top-of-mind brand awareness. 21% increase in sales. 46% increase in Facebook fans. We also received 3.3M twitter impressions and 24M Facebook impressions from fans across the world who wore their bandanas with pride. Crowds in our bandanas were featured on the cover of major news publications.

The video was boosted on YouTube and Facebook. But organic views through shares multiplied exponentially. Garnering media efficiency five times more than expected. And a PR value of USD 16M with an ROI of 3,545% (versus industry average of 500% ROI only).

• We achieved 7.6M+ views for our videos and the film became the most watched fight-day ad . We received 500% earned media on YouTube. • 18 million people reached in 7 days, an overall reach in excess of 40 million • A 75% increment in top-of-mind brand awareness • Extremely positive response from the agency force leading to a 21% YOY increment in sales for H1 • Massively engaging, with 370,000 likes, 7,000 comments and 24,000 shares just on Facebook • 7% click-through rate for videos on Facebook • Estimated PR value of Php 74,501,280 (USD 16M+).

In May 2015, Pru Life UK leveraged the Pacquaio/Mayweather boxing match to launch a digitally led brand campaign in Philippines, supported with on-ground activation and a strong PR story. The strategy was to “support the supporters” of Pacquaio, rather than the boxer himself as other brands were doing. The centrepiece of the story was a remote island in Philippines called Bantayan, which had been devastated by a deadly typhoon in 2013. Pru Life brought the fight live to them. We produced and distributed 100,000 red bandanas, which created a movement of support for the fighters on Bantayan Island, Cebu.