| Title | ISLAND |
| Brand | PRU LIFE UK |
| Product / Service | INSURANCE |
| Category | B04. Use of Digital Content |
| Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Entrant Company | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Advertising Agency | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Media Agency | MAXUS GLOBAL Manila, THE PHILIPPINES |
| Production Company | POSTMANILA Makati City, THE PHILIPPINES |
| 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 |
Nearing the Pacquiao-Mayweather fight, many brands associated with Pacquiao. To break through the media clutter, we chose digital and activation supported by PR as the key medium for the campaign. The island of Bantayan was devastated by a deadly typhoon in 2013. So Pru Life U.K, with a history of social support for the island, brought the fight to them live via satellite. We told their story in a video with a strong social media plan. We produced and distributed ‘Go Manny’ 100,000 bandanas (part of our brand identity), creating a movement of support for the fighters in Bantayan
- 18 million people reached in 7 days, an overall reach in excess of 40 million - A 75% increment in top-of-mind brand awareness - A 21% YOY surge in sales for H1 - A 5% point increase in aided recognition of the Pru Life UK logo - A 12 pt positive movement on the attribute ‘a company with a long Asian history and a commitment to Asia’ and positive increment on every brand attribute that the company tracks. - Massively engaging, with 370,000 likes, 7,000 comments and 24,000 shares - Estimated PR value of Php 74,501,280 (USD 16M+).
Facebook and YouTube and other programmatic buying targeted maximum video reach. One day before the fight and on the day of the fight, we bought ‘reach block’ property on Facebook to ensure every Filipino logging into Facebook saw our ad. The same video was also put on TV and played in the commercial break during the fight. Social media activation asked people to upload photo wearing the bandana and each post resulted in a donation for Bantayan’s recovery. A follow up video based on live footage from the fight day was placed soon introduced on digital and TV medium right after the fight.
Most of the target market are aware of our brand name, but didn’t know much more about us beyond that. Our insurance agents are in charge of building a relationship with our potential customers. But we wanted to help them out by first creating awareness, acceptance and differentiation as a social purpose-led brand. We recognized that most of our potential customers are present online and are highly active on social media. We extensively used social media and programmatic buy supported with on-ground activation with a strong PR story and bought tactical TV placements for additional reach.