The Campaign

People spend more time commuting than they do watching TV or browsing the internet, meaning entertainment was limited outside of these hours. We wanted to make these routine, overcrowded journeys more bearable. We launched our own e-Jeepney service, a brand new public transport, with TV screens. We could integrate Unilever’s brands into commuters’ lives, giving them relevant content, at the right time – when they wouldn’t usually have any access to any form of entertainment.

Creative Execution

We created a series of branded entertainment programming for Knorr, Ponds, Rexona and many other Unilever brands. The on-board TV programming was custom delivered to the profile of the people in the e-Jeepney. For example, when the bus is full of moms in the morning to go to the supermarket, they see a Knorr recipe show. When there are young professionals going to work, they would see Rexona advertising, encouraging them to ‘Do more’. Our e-Jeepneys were wifi enabled, allowing passengers to interact.

• The campaign made up for half of TV viewership lost to traffic, at half the cost, turning Manila’s traffic congestion into an opportunity to connect with our audience. • By integrating Unilever into their day-to-day journeys, we delivered 5000 hours of targeted content in 3 months. • 2000 people in Manila use our e-jeepney service every day • 24% of all commuters were covered by our e-jeepney service • Brand Preference Score has increased by 4-6% in the first 3 months • 50,000 people signed up so far...

Through real-time and adaptive use of media we were able to bring a brand new media platform to commuters in Manila. The new public transport service, the e-jeepney was launched with TV screens, so we could integrate Unilever brands into commuters’ lives. Using data collected from RFID cards, we distributed over 5000 hours of content specifically targeted for the audience who were on the buses, how long they were on the bus for and where they were. In a country where people spend more time commuting than they do watching TV, we were able to create a whole new opportunity.

Insights, Strategy and the Idea

Commuters rely heavily on public transport but people spend more time commuting than they do watching TV or browsing the internet. We needed to turn this into an opportunity for Unilever, targeting a time when people wouldn’t have any exposure to our brands. The e-jeepney service was a cashless fare system and using data from pre-registered cards, GPS location of the vehicle and the length of the journey, we were able to remotely serve entertainment tailored for the passengers. We brought a pioneering, data-led, media solution in the Philippines.