JASMINE

TitleJASMINE
BrandTV5
Product / ServiceTELEVISION ENTERTAINMENT
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Advertising Agency 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

The Campaign

TV5, the third largest TV network in the Philippines, wanted an ad campaign to revitalize the network’s image and attract a new, younger audience. But instead of the ad they wanted, we gave them what they needed. JASMINE, the social transmedia TV experience that intertwines reality and fiction. 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 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.

Success of the Campaign

“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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Before the premiere, we created social media accounts for our characters to establish them as real people. One was a showbiz blogger who blogged about the characters as if they were real. Then the stalker started stalking Jasmine in real life: he left black light love messages in public, sent a cake on her birthday on live TV, defaced her billboard, disrupted her press conference, broke into her apartment, and filmed her sleeping on set. He recorded everything on jasmineallmine.com. Civilians caught him on camera and he made the national news. To keep the audience guessing after we revealed that Jasmine was being stalked in the show, we cancelled the airing of episode 2 for “security reasons”. And throughout the series, real celebrities, fan club members, and a network executive starred as themselves. Then, clues appeared in the real world helping viewers unravel the mystery of the show.

TV5 is trailing behind network giants ABS-CBN and GMA. The country’s 100 million plus TV viewing audience are all hooked to the steady diet of soap operas and variety shows. In a country where 80% of households only own one TV, Moms or family elders control the remote. The Philippines is a young country, half its population is younger than 23, but this younger market was largely ignored by the big networks. TV5 wanted to appeal to this younger audience with TV content that was made for them. But how could they reach this audience when Mom controlled the TV?