Why is this work relevant for PR?

In the Philippines, the telco category receives constant negative feedback from customers online. No matter what a brand posts, they are often met with hundreds of complaints, usually unrelated to the post’s content. Customers continue to feel unheard, even as brands manage social media communities. Brand love takes a serious hit, and recovery is a constant battle. This campaign for Globe aims to turn the sentiment around with the right message through the right channels.

Background

When telco giant Globe partnered with STAR WARS, the brand couldn’t afford to join the hype in the usual way. With customers still feeling distant from the brand, Globe needed to show its commitment, not simply to fans, but to all customers, no matter who they are or where they’re from. And that called for a heartfelt message about inclusivity and representation. With this challenge, Globe maximized the STAR WARS collaboration to drive relevance for the brand through meaningful content and to 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. In choosing to highlight an emotional common ground instead of promoting services up front, Globe reminded its audience that it is a brand that understands them and supports the things close to their hearts.

Describe the PR strategy (30% of vote)

There is an opportunity to use the passionate love for STAR WARS to shift the overwhelming negative sentiment for the telco industry to a more positive one. Globe strategically maximized the core message of the franchise - inclusivity and representation - to solidify its position as a brand that cares for the welfare of all customers.

Describe the PR execution (20% of vote)

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, 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. It was released on all major online platforms and quickly picked up by media outlets local and abroad. Praise from celebrities, like actress Marlee Matlin, legally deaf herself, and LucasFilm president, Kathleen Kennedy, added to the film’s traction. Sustaining efforts included a series of inclusive experiences: (1) Fan Force Weekend - an interactive event that brings STAR WARS to life, (2) “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)

In just two weeks, the film raked in 21 million views. On top of multiple local and global publications applauding the brand’s efforts for inclusivity and representation, Globe was also able provide funds to Virtualahan, a virtual school for people with disabilities. Overall, the campaign generated millions in earned media, amounting to a total of 3.6 million US dollars in total media value for the brand. 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’. Compared to Southeast Asia norms, the brand scored 15.1% higher for BRAND FAVORABILITY and 20.9% higher for BRAND LOVE. This strengthened people’s perception of Globe as a "BRAND THAT COMMUNICATES MEANINGFUL STORIES (35%)" and that "ENCOURAGES CUSTOMERS TO CREATE DEEPER RELATIONSHIPS WITH PEOPLE AROUND THEM (44%).

Please tell us how the brand purpose inspired the work

Globe believes in providing customers with the best choices so they can create the life they want. This includes making sure that all kinds of people, of different races, genders, classes, and abilities, are given the same chances to thrive and succeed in life. 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 was able to transform 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.