Why is this work relevant for Media?

At a time when there is a limited audience seeing the outdoor LED sites, we turned a mass market touchpoint into a highly targeted one, ensuring that the outdoor LED sites remain relevant and meaningful to the only ones left that could view them – the frontliners.

Background

Without warning, the spread of COVID-19 triggered a strict community quarantine. With the people forced to stay indoors, that left outdoor digital LED operators without their usual audience. Instead of being the reliable mass market communication tool, the idle giant structures are in danger of becoming monoliths of uselessness. HDI Admix, one of the biggest outdoor advertising suppliers in the country, is worried about their outdoor LED inventory. With the indefinite nature of the pandemic, they approached us to help seek solutions on how they can better utilize their assets. The objective is to find a new purpose for their outdoor LEDs, keeping it relevant and meaningful despite the uncertainty of the situation.

Describe the creative idea / insights (30% of vote)

Since the streets are bare, the only ones left who can regularly see the outdoor LED sites are the frontliners. They are the ones who still have travel access all over the city while the rest of us are on lockdown. But trying to carry on during these unprecedented times are taking a toll on these frontliners. They are being worn down and demoralized, as if they are facing this challenge by themselves. Instead of frontliners feeling their isolation, we used digital LEDs to give them inspiration.

Describe the strategy (20% of vote)

To give new life to these outdoor LED sites, we planned to use them to carry messages of strength for our embattled frontliners. From a mass market media touchpoint, outdoor LED sites will become highly targeted, infusing strength to frontliners themselves so that we can uplift them and encourage them to power through.

Describe the execution (20% of vote)

Introducing FRONTLINE HEROES. Frontliners representing health, sanitation, security, retail, delivery and broadcast were portrayed as larger than life superheroes – a homage to these ordinary men and women who are showing extraordinary strength in these uncertain times. A total of 15 new characters were conceptualized, drawn, and animated so that we can introduce them in dynamic action cards playing on HDI Admix’s outdoor LED sites. It led to a public call #TuloyAngLaban (the fight rages on) allowing the public to chime in and share their messages of strength to the frontliners. Airing multiple times throughout the day, each of the HDI Admix’s outdoor LED sites aired our materials for free, undeniably reaching the frontliners during their most difficult time.

List the results (30% of vote)

Seeing the meaningful intent of the campaign, aside from HDI Admix, 4 more outdoor LED advertiser companies also donated their sites for free. From an initial batch of HDI Admix’s 3 sites, it immediately expanded to 14 different sites in the capital’s most important thoroughfares, allowing us to reach commuting frontliners. Notable local and international online publications took notice, citing the campaign’s positive contributions during the early days of the lockdown. It spawned similar campaigns from other industries, joining our push to recognize the frontliners as true heroes. The campaign was also added to the Filipinas Heritage Library for its important cultural contribution. To date, Frontline Heroes is still playing on multiple LED sites – a testament to its effectivity. Rather than being ineffective and impractical, HDI Admix’s outdoor LED sites became crucial and relevant, extending meaningful messages of strength to the frontliners and elevating them as modern day heroes.