JASMINE

Silver Spike
TitleJASMINE
BrandTV5
Product / ServiceTELEVISION ENTERTAINMENT
CategoryA10. Integrated Campaign led by Content Platform
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Contributing Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Production Company UNITEL PRODUCTIONS Makati City, THE PHILIPPINES

Credits

Name Company Position
Andrew Petch Ace Saatchi & Saatchi Manila Executive Creative Director
Greg Martin Ace Saatchi & Saatchi Manila Creative Director
Paw Berroya Ace Saatchi & Saatchi Manila Associate Creative Director
Paolo Ferrer Ace Saatchi & Saatchi Manila Copywriter
Gino Caoile Ace Saatchi & Saatchi Manila Art Director
Emman Carandang Ace Saatchi & Saatchi Manila Art Director
Miguel Mier Ace Saatchi & Saatchi Manila Art Director
Gigi Garcia Ace Saatchi & Saatchi Manila VP/ Client Service Director
April Landicho Ace Saatchi & Saatchi Manila Management Supervisor
Neil Cabaluna Ace Saatchi & Saatchi Manila Account Supervisor
Vino Yanuario Ace Saatchi & Saatchi Manila Art Director
Anton Esteban Ace Saatchi & Saatchi Manila Copywriter
Tanya Yuson Ace Saatchi & Saatchi Manila Creative Consultant
Mihk Vergara Ace Saatchi & Saatchi Manila Episode Writer
Zig Marasigan Ace Saatchi & Saatchi Manila Episode Writer
Madonna Tarrayo Unitel Productions, Inc. Producer
Gen Wang-Lizares Ace Saatchi & Saatchi Head of Digital
Shiela Tiongco Ace Saatchi & Saatchi Digital Director
Karen Sto. Domingo Freelance Producer
Patti Mallari Ace Saatchi & Saatchi Communication Director
Martin Romualdez Ace Saatchi & Saatchi Digital PR
Jerik De Guzman/ Joem Segovia / Eina Castillo Ace Saatchi & Saatchi Digital Managers
Thonx Kwek Ace Saatchi & Saatchi Web Developer
Patti Lee Ace Saatchi & Saatchi Digital Media Manager
Jason Villaroman / Kervy Parreno / Aya Gonzales / Louie Di Jr. / Nikki Pereyra / Josh Rodriguez Ace Saatchi & Saatchi Events Team

The Campaign

TV5 Network is a challenger in a country where all free TV eyeballs are controlled by just 2 networks ABS-CBN and GMA. The country’s 100 million plus TV viewing audience are all hooked to the steady diet of soap operas or “teleseryes” and variety shows that these networks dish out. In a country where 80% of households only own one TV, Moms or family elders control the remote. The Philippines is a young country where half its population is younger than 23 and yet this younger market was largely ignored by the big networks. TV5 saw the opportunity to appeal to this younger audience with content that was made for them.

Results

Hunted by a methodical stalker, famous Philippine actress, Jasmine Curtis-Smith stars as herself in a 9 episode suspense thriller TV series about her acting in a romantic comedy TV series intertwining real life and fictional people, content, and social media accounts to create the illusion that the events in the TV series are real. The TV series was complimented by a carefully orchestrated roll out of online, OOH, PR, and activation executions woven into the show’s narrative, creating the illusion that the events in the show were happening in real life.

We created social media accounts for our characters to establish them as real people. Then the stalker interacted with Jasmine in real life: he left love messages in public, he interrupted a live TV event, defaced her billboard, broke into her apartment, and filmed her sleeping. He recorded everything on jasmineallmine.com. He even made the national news. After we revealed that Jasmine was being stalked in the show, we cancelled the airing of episode 2 for “security reasons”. Throughout the series, real celebrities and fans starred as themselves. Then, clues appeared in the real world helping viewers unravel the mystery.

“Jasmine” reached over 30 million online users. As of the season finale, the official Facebook page has the most number of fans for any TV5 show (5x more than the previous leader). All of the episodes trended consistently on Twitter. And Jasmine garnered over 102 million media impressions.

TV5, the third largest TV network in the Philippines, asked us to create an ad campaign to revitalize the network’s image and attract a new, younger audience. But instead of giving them the ad they wanted we created JASMINE, the social transmedia TV experience that intertwines reality and fiction. We made a 9 episode suspense-thriller TV series, we created and populated social media accounts for our characters, and we rolled out OOH and PR stunts to create the illusion that the events in the series are real