| Title | ASK DIEGO |
| Brand | PLDT HOME DSL |
| Product / Service | INTERNET SERVICE PROVIDER |
| Category | F01. Engagement Platform |
| Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Entrant Company | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Advertising Agency | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Media Agency | TOUCH BPN Taguig City, THE PHILIPPINES |
| Production Company | FILMEX Makati City, THE PHILIPPINES |
| 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 |
| Vino Yanuario | Ace Saatchi & Saatchi Manila | Art Director |
| Anton Esteban | Ace Saatchi & Saatchi Manila | Copywriter |
| Daryl Delos Santos | Ace Saatchi & Saatchi Manila | Art Director |
| Miguel Mier | Ace Saatchi & Saatchi Manila | Art Director |
| Andrea Ang | Ace Saatchi & Saatchi Manila | Copywriter |
| 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 |
| JM Barrios | Ace Saatchi & Saatchi Manila | Account Manager |
| Carmen Antunez | Ace Saatchi & Saatchi Manila | Strategic Director |
| Gen Lizares | Ace Saatchi & Saatchi Manila | Head of Activation |
| Joem Segovia, Sheila Tiongco | Ace Saatchi & Saatchi Manila | Sr. Digital Manager; Digital Director |
| Patti Mallari | Ace Saatchi & Saatchi Manila | Communications Director |
| Pattie Lee | Ace Saatchi & Saatchi Manila | Digital Media Manager |
| Thonx Kwek | Ace Saatchi & Saatchi Manila | Web Site Designer |
| Yhanee Mendoza, Sarah Gonzales, Josh Rodriguez | Ace Saatchi & Saatchi Manila | Event Supervisor, Event Manager, Event Coordinator |
| Martin Romualdez | Ace Saatchi & Saatchi Manila | Media Relations Manager |
The centerpiece of the integrated campaign is Ask Diego, the first advice site for adults answered by a 7-year-old. We found an unknown talent and gave him an unbranded Facebook account (Ask Diego). He launched it with a post inviting people to post problems, and they did. Diego answered as many as he could with comments, photos and videos. Diego became famous, earning free coverage in every media touchpoint. After seeded that Diego was a DSL user, we made him the face of our brand with an integrated campaign with ATL, BTL and digital materials, while keeping his Facebook unbranded.
The site evolved into something bigger than we expected. It became a safe haven for people to not only share their personal questions, but their most personal stories. And when the campaign ended and Diego no longer responded to his audience, something special happened: his audience continued to use his help site to help each other. 72.9 million people reached online 468,795 unique users interacted with Ask Diego 412% increase in home internet subscriptions 71.5 million media impressions gained Almost 14% Growth of subscriber base versus previous year (2013 – 870,560 to 2014 – 1,012,083)
PLDT Home DSL was constantly out-voiced. Unlike its competitors, they could not air ads on the top-rating TV network due to business conglomerate restrictions. We knew Facebook was key to aid awareness. Facebook needed to be the platform to showcase the brand promise: of how digital connections could strengthen personal connections and more crucially showcase how this could unleash a child’s potential. But being on the most popular social media platform also added the challenge of needing to be highly engaging to cut through the clutter to connect with our target. So, for PLDT HOME DSL, the Philippines’ biggest home internet provider, how can we demonstrate how DSL's stronger digital connections can enable anyone to create stronger emotional connections with everyone? We created Ask Diego, the first advice site for adults answered by a 7-year-old kid.