Why is this work relevant for Brand Experience & Activation?

The campaign made use of multiple touch points, from a thematic film to interactive experiences designed for people with disabilities, to bring STAR WARS to life. The combination of channels helped Philippine telco and media giant, Globe establish relevance beyond transactional telco needs, all while delivering a meaningful message on inclusivity and representation.

Background

As one of the biggest Philippine companies, Globe has long been known for pioneering calls, texts, and internet services. However, as a brand that evolves with its customers, it has delved into creating multi-platform content, releasing its own line of merchandise, and collaborating with like-minded brands. Yet despite all these efforts, the brand is still associated with just transactional telco needs. With this challenge, the brand decided to use their latest STAR WARS collaboration to achieve the following objectives: (1) drive relevance for the brand through meaningful content, (2) solidify its transition from telco giant to full blown media and lifestyle company, and (3) build subscribers’ affinity with the brand.

Describe the creative idea (20% of vote)

Everybody has an important role to play, no matter who you are or where you come from - be it a little swamp creature like Yoda or an orphan born in the middle of nowhere like Rey. It is this truth from the STAR WARS franchise, that is equally true and relevant in real life, that served as the core idea of the whole campaign.

Describe the strategy (20% of vote)

Locally, there is great underrepresentation for persons with disabilities even if they form a significant portion of the population. In 2016 alone, about 12% of Filipinos, aged 15 and above suffer from severe disability. They continue to be subjected to discrimination, particularly media discrimination through stereotypes or underrepresentation, according to the National Council for Disability Affairs. By dedicating its campaign to those who are made to feel invisible in society, Globe transformed what could have been just another STAR WARS collaboration into something much more meaningful and relevant - a heartwarming conversation starter for much needed representation and inclusion.

Describe the execution (30% of vote)

From the strategy, Globe partnered with STAR WARS and Virtualahan, a virtual school for people with disabilities, while researching and consulting experts, to execute a holistic campaign designed for customers of all ages, genders, backgrounds, and abilities. The campaign kickstarted with a film about two boys building a 4D STAR WARS experience at home so their deaf friend could enjoy “The Rise of Skywalker” with them. This effort was amplified by a series of on-ground experiences: (1) Fan Force Weekend - an interactive, multi-sensory, on-ground event that brings the Star Wars experience to life, (2) special “The Rise of Skywalker” screenings for the deaf, (3) tactile Star Wars posters for the blind, and (4). Fundraising efforts for people with disabilities.

List the results (30% of vote)

The campaign achieved success on all the three objectives it set out. IMPACT ON BRAND RELEVANCE: In just two weeks, the film raked in 21 million views with up to 3.6 million dollars in total media value. It earned praise from actress Marlee Matlin, legally deaf herself, and LucasFilm president, Kathleen Kennedy. The campaign also gathered funds for Virtualahan, a virtual school for people with disabilities. IMPACT ON PERCEPTION AS MEDIA & LIFESTYLE COMPANY: There was an 84% lift in MESSAGE RECALL for efforts on inclusion and representation. The brand also enjoyed a 95% increase in almost all attributes including ‘BRAND THAT IS RELEVANT FOR THE FUTURE AND CONSTANTLY EVOLVING’, ‘BRAND THAT STANDS FOR RELEVANT SOCIAL ADVOCACIES’, and ‘BRAND THAT I LOVE’. IMPACT ON SUBSCRIBER AFFINITY WITH THE BRAND: Compared to Southeast Asia norms, the brand scored 15.1% higher for BRAND FAVORABILITY and 20.9% higher for BRAND LOVE.