| Title | GMB GIG FOR MISTER SLASH |
| Brand | GLOBE TELECOM INC |
| Product / Service | GLOBE MYBUSINESS |
| Category | A08. Live Brand Experience |
| Entrant | WUNDERMAN THOMPSON Makati City, THE PHILIPPINES |
| Idea Creation | WUNDERMAN THOMPSON Makati City, THE PHILIPPINES |
| Production | GLOBE Taguig, THE PHILIPPINES |
| Post Production | GLOBE Taguig, THE PHILIPPINES |
| Post Production 2 | HIT PRODUCTIONS Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Brandie Tan | Wunderman Thompson Philippines | Executive Creative Director |
| Javey Villones | Wunderman Thompson Philippines | Creative Director |
| Niño Gupana | Wunderman Thompson Philippines | Creative Director |
| Jess Miraña | Wunderman Thompson Philippines | Art Director |
| JB Tapia | Wunderman Thompson Philippines | Copywriter |
| Paolo Jose | Wunderman Thompson Philippines | Copywriter |
| Geoff Estevez | Wunderman Thompson Philippines | Illustrator |
| Michael Gonzales | Wunderman Thompson Philippines | Final Artwork Artist |
| Christopher Cristobal | Wunderman Thompson Philippines | Final Artwork Artist |
| Mico Laeño | Wunderman Thompson Philippines | Techonology Manager |
| Drin Alejandro | Wunderman Thompson Philippines | Multi Media Artist |
| Val Medina | Wunderman Thompson Philippines | Illustrator | Visualizer |
| Nadine Cabangon | Wunderman Thompson Philippines | Multi Media Artist |
| Golda Roldan | Wunderman Thompson Philippines | Chief Executive Officer |
| Kathy Tambunting | Wunderman Thompson Philippines | Client Service Director |
| JM Miranda | Wunderman Thompson Philippines | Group Account Director |
| Jacq Seneta | Wunderman Thompson Philippines | Account Manager |
| Pam Garcia | Wunderman Thompson Philippines | Executive Strategic Planning Director |
| Jason Ty | Wunderman Thompson Philippines | Senior Digital Strategist |
| Rianne Geronimo | Wunderman Thompson Philippines | Junior Digital Strategist |
| Quark Henares | Globe Studios | Director |
| Kath Sison | Globe Studios | Executive Producer |
| Kristi Gallaga | Globe Studios | Assistant Director |
| Whammy Alcazaren | Globe Studios | Production Designer |
| Geneive Mercado | Independent | Caster |
| Teddy Katigbak | Hit Productions Inc. | Piano | Arranger |
| Mike Villegas | Hit Productions Inc. | Guitar | Arranger |
| Rickson Ruiz | Hit Productions Inc. | Drums | Arranger |
| Daryl Reyes | Hit Productions Inc. | Vocalist |
| Ces Porto | Globe Telecom | GmB Marketing Head |
| Anne David | Globe Telecom | GmB Segment Head |
| Gaile Guevara | Globe Telecom | Marketing Services Head |
| Faith Salazar | Globe Telecom | Content Marketing Manager |
| Markee Dela Cruz | Globe Telecom | Media Manager |
| Isai Suarez | Globe Telecom | PR, Events & Partnerships Manager |
| Derrick Heng | Globe Telecom | GmB Senior Adviser |
| Ade Magnaye | Wunderman Thompson Philippines | Social Media Director |
| Anina Abola | Wunderman Thompson Philippines | Senior Media Manger |
| Tria Sordan | Slingshot | Producer |
| Cat Sy | Slingshot | Producer |
The gig for Mister Slash is a neighbourhood music concert, an epic tale, and live rock opera in one. Hailed as the first-of-its-kind in the Philippines, it was a unique live experience with unscripted interactions, pyrotechnics, rock music and free ad placements for real tagged small businesses!
While small and medium-sized enterprises comprise 99% of registered businesses in the Philippines and drive the country’s economic growth, many business owners are still intimidated by digital and struggle to reach their full potential. The task was to promote Globe Telecom’s simple and cost-effective B2B digital marketing solution for small business owners and demonstrate its power – without intimidating a target group that has yet to embrace digital.
“Gig Para Kay Mang Slash” (Gig For Mister Slash) was a three-minute rock opera on Facebook Live that promoted Globe Telecom’s simple and cost-effective B2B digital marketing solutions for small businesses in the Philippines. It was created for small business owners who shy away from embracing digital and end up missing out on expanding their customer reach. The live performance dramatized the success of the small shop owner and engaged the audience with the feel of a neighborhood gig amplified with the visceral impact of a live opera of rock on Facebook. Within the performance, free placements were given to real business owners as characters touted their services, effectively showing how much social media can do for their businesses.
To be the small business owner’s trusted B2B partner, without being shy about Globe Telecom’s influence and capability as a major player in its category.
A neighbourhood music gig, an epic tale, and live rock opera in one. The tease started with online promotion in the style of old-school concert flyers and 1980s MTV. We gave out band t-shirts and created a Facebook event page where people could sign up to watch the live performance. On the day of airing, we got the audience amped with a 15-minute countdown clock, BTS clips, and invitations from the band for people to tag small businesses. Facebook users who joined the event were given VIP seats to “Gig For Mister Slash.” It was a one-of-a-kind Facebook live concert with unscripted interactions, improvs, pyrotechnics, and of course, rock music. Within the epic musical tale of Mr.Slash, real mall businesses were given free ad placements - giving them 15 seconds of social media fame they’ve never had before.
Gig For Mister Slash charmed the audience with a neighbourhood gig and brought information the target shies away from in-store. At the same time, it demonstrated power through entertainment and social media reach. The live rock opera was widely shared by Facebook users, picked up by media outlets and was hailed it as the first-of-its-kind in the Philippines. While the decision to shoot and broadcast Gig for Mister Slash on Facebook Live rather than as a traditional ad came with risks for the brand, it paid off with 1.2 million impressions on Facebook and an engagement rate of 5.41%.