Write a short summary of what happens in the radio or audio execution or campaign.

How do you create awareness for a new feature in an unpopular app to begin with? TM was able to do just that with Insta-Scares. The app now had a feature which let its users to top up online. No need to go out. To introduce this, TM scared people into staying home during the spookiest season of the year: Halloween, also known as Undas in the Philippines. TM released 30-second audiobooks specifically made for Instagram stories, where most of its subscribers are. These tales of horror were inspired by Filipino folklore and featured creatures that are known to lurk outside. All spots had the same conclusion: that it’s scary outside, and you’re better off topping up with the TM app.

Translation. Provide a full English translation of any audio.

1. KEYS Narrator: None of my keys seem to work. I tried them all, even if only one fits. Desperation, I guess. Sarah doesn’t pick up. It’s late. Too late. “Looking for help?” I turned towards the voice. An old lady’s. Her tongue, snake-like, slithers towards the lock, and snaps it open. “Hope your other keys work, dear.” ANNCR: It’s scary out there. So just load up with the TM app. 2. DATE Narrator: We had our first date in an old, historical park. Of course, we wanted a remembrance. So we asked someone to capture us in the moment. “Excuse me, can you take our photo?” “Of course.” I handed him my phone. “Smile! 1…2…3 1…2…3 1…2…3 Wow, what stunning smiles you three have.” ANNCR: It’s scary out there. So just load up with the TM app. 3. DON’T LOOK UP Narrator: Don’t look up to check the weather. Just bring your umbrella to be sure. Don’t look up to gaze at the stars. Or the moon. Not on Halloween. Don’t throw your head back. Don’t roll your eyes. Don’t look up when your name is called. Or when you feel a hand on your shoulder Or claws on the crown of your head. Don’t look up. Don’t look up. Don’t—make my mistake. ANNCR: It’s scary out there. So just load up with the TM app. 4. CYNOPHOBIA Narrator: Cynophobia. The fear of dogs. I was a kid. We were going to the cemetery. As we were boarding the van, I saw a black dog, staring at us. Every time I look out, he stared back. And when we reached the grave, he was waiting. Staring. I was about to shoo him off, but my mom stopped me, “Don’t. That’s your grandfather. He has a grudge.” ANNCR: It’s scary out there. So just load up with the TM app. 5. FRONT SEAT Narrator: I was dozing off in the front part of the jeepney when a crying sound startled me. I looked at the woman beside me and asked, “Are you okay?” She looked back, but she had no face. I couldn’t move. The driver then grabbed my arm, and whispered, “It’s alright. She’s getting off soon.” ANNCR: It’s scary out there. So just load up with the TM app. 6. ELEVATOR Narrator: I had the elevator to myself. It’s past midnight, everyone’s gone home. Then, the elevator stopped at the 10th floor. There was no one. It stopped again on the 9th. 8th. 7th. No one. It stopped again on the 6th. Still. No one. Only a sound—elevator full. ANNCR: It’s scary out there. So just load up with the TM app.

Please tell us about the cultural insight that inspired the work

Every year, Filipinos commemorate Undas, the Philippine version of Halloween. A day when scary stories run rampant—in TV shows, radio programs, newspapers, texts, social media and more. Filipinos know that it’s the day the supernatural haunt the streets. It’s no surprise that during Undas, locals prefer to stay at home for fear of encountering the paranormal outside.