Why is this work relevant for Entertainment?

Jollibee, the leading fastfood brand in the Philippines, has long been known not just for its great food but the equally great content it produces for its fans. One True Pair: The Movie is Jollibee Studios’ biggest project yet. It is the longest film that the brand has ever produced and one that outperforms the country’s highest-grossing local film of all time.

Background

On the internet, competition for audience attention was fiercer than ever. Jollibee’s old enemies were joined by emerging brands. And together, they all grappled for consumers' eyeballs on the net. Jollibee’s goal was to rise above the clutter and change the game completely when it came to making truly entertaining and buzz-worthy digital content that will drive brand love and sales. Jollibee wanted to create something that will not just win against other fast food brands, but against other entertainment content that people choose.

Describe the creative idea

ONE TRUE PAIR: The Movie Jollibee found its opportunity by reuniting the country’s most iconic love team. A perfect fit to, at the same time, promote its perfect pairing of fried chicken and spaghetti. After six long years, John Lloyd Cruz and Bea Alonzo finally get back together, not for any of the big movie studios in the Philippines, but for Jollibee and its Perfect Pair meal. The fans went wild for the looks, the chemistry, and the memorable lines that straddled between reel life and the celebrity couple's real lives. The movie experience was complete with trailers, theatrical posters, and even a press-con. Together, all this immersed the viewers in a way that no other fast food brand in the country has done before.

Describe the strategy

Jollibee, as a content creator, has consistently gotten rave audience reviews about its longer format storytelling. So, the brand decided to take a chance and produce an actual movie to truly engage the fans. So, while everyone else released 15s, 6s, 5s, even 1s, Jollibee created a thirty-minute film with all the right elements to ensure success: the comeback of a beloved love team, a script that touched on the fans’ most asked questions about the couple’s real lives, and of course, “hugot lines” or memorable, heart-tugging lines that Filipinos love to repeat.

Describe the execution

We crafted a movie launch experience for a purely online audience. Two weeks before showing, Jollibee released the trailer and the poster of One True Pair, finally revealing the much-awaited comeback of our celebrity love team. As buzz and conversation grew, we invited people to a Facebook Live Press Con that happened minutes before showing. Here, John Lloyd Cruz, Bea Alonzo, and Director JP Habac answered the fans’ most burning questions – as well as teased people about the movie’s storyline. And finally, on December 1, the movie aired on Jollibee Studios’ Youtube Channel for everyone to enjoy.

Describe the outcome

While movie houses remained almost empty, people flocked to the Jollibee Studios Youtube Page to watch the 30-minute film. 1.4M organic views in just two days. Picked up by over 20 publications, even ones that specialize in film and cinema. Valuing over Php1.2 Billion worth in movie tickets after just 12 days. Virtually making it the highest-grossing Philippine movie of all time. And increasing sales for Jollibee Perfect Pair by 39%. Trended on Twitter and then two-week trended on Youtube, where people quoted long lines in verbatim. But perhaps the most amazing result was that people are now clamoring for a sequel. To what they say is the best movie they’ve ever watched.