| Title | SON |
| Brand | UNILAB |
| Product / Service | CORPORATE |
| Category | D01. Social Video |
| Entrant | SEVEN AD Taguig, THE PHILIPPINES |
| Idea Creation | SEVEN AD Taguig, THE PHILIPPINES |
| Production | FILM PABIRKA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Teeny Gonzales | Seven A.D. | Chief Executive Officer and Chief Creative Officer |
| Russ Molina | Seven A.D. | Executive Creative Director |
| Maki Correa | Seven A.D. | Deputy Executive Creative Director |
| Argem Vinuya | Seven A.D. | Creative Director |
| Randy Mutuc | Seven A.D. | Senior Copywriter |
| Mai Basilio | Seven A.D. | Senior Art Director |
We made people realize that Unilab has always been alongside them in caring for the ones they love.
To drive engagement, we told the story of a mother and how she was able to overcome hardships in raising her son with the help of Unilab. The video was launched in Facebook and Youtube to drive engagement and shareability.
WE FELT THE LOVE Engagement scores achieved unprecedented scores for the brand. - 7,864,829 views vs. industry average of 1,006,118 views - 23,073 shares vs. industry average of 4,030 shares - 280,583 engagement vs. industry average of 10,075 engagement The material also contributed to the improvement of Unilab’s 2017 scores: - Corporate Equity Index increased from 3.9 to 5.0 - TOM Awareness increased from 28 to 42 - Makes products of high quality score increased from 80 to 87 - Is a company that you trust score increased from 77 to 87 Son won various awards in effectivity and creativity including 2 bronze trophies in the Kidlat Awards and a Crystal (equivalent to Gold) and Silver in the YouTube Ads Awards. Overall, we were able to prove that great storytelling backed with a powerful insight can turn a low involvement category into a compelling piece of communications.
We leveraged on trust. We worked on the premise of Moms as the perfect embodiment of trust. They know their children more than anybody else in the world so they also instinctively know if something is wrong with every member of their family. We know that nothing is more important to a Mom than her role in keeping her loved ones free from sickness and harm. Based on this insight, we were able to seamlessly integrate the role of Unilab in the communications as the provider of expert healthcare worthy of a Mom’s trust.