Why is this work relevant for Media?

Online media experts say the viewers’ attention is getting shorter and shorter. But since Filipinos love for Jollibee’s fried chicken and spaghetti combo runs deeper than just six seconds, the brand set out to prove the experts wrong. One True Pair: The Movie is a 30-minute film and is probably the longest ad that Filipinos have ever watched. And they couldn’t get enough of it.

Background

Almost two years into the Covid Lockdown, and fastfood sales needed a shot in the arm. Even the country's leading fried chicken and spaghetti combo, Jollibee Perfect Pair, needed its own sales booster. On the internet, competition was fiercer than ever. The brand's old enemies were joined by emerging brands. And together, they all grappled for consumers' attention on the net. Jollibee’s goal was to rise above the clutter and change the game completely when it came to creating buzz-worthy digital content that will drive brand love and sales.

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

ONE TRUE PAIR: The Movie To reignite people’s love for Jollibee’s Perfect Pair of fried chicken and spaghetti Jollibee made an online movie reuniting the country’s most iconic love team. After six long years, John Lloyd Cruz and Bea Alonzo finally got back together, not for the biggest movie studios in the Philippines, but for Jollibee Perfect Pair.

Describe the strategy (20% of vote)

To stand out, Advertising and Marketing Research Experts have a few pieces of advice for internet advertisers: ONE. The Shorter, The Better. TWO. Less Copy, More Visuals. THREE. Active Pace, Not Languid. But Jollibee, as a content creator, has consistently gotten rave audience reviews about its longer format storytelling. So, while everyone released 15s, 6s, 5s, even 1s, Jollibee created a 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 (20% of vote)

One True Pair: The Movie is an ad in the form of a thirty-minute film. With thirty minutes of conversation, copy, and Jollibee’s Perfect Pair of fried chicken and spaghetti. Punctuated by long and 'languid' pauses of silence, including a whole minute of nothing but looks. On December 1, people flocked to Jollibee Studios’ Youtube Channel to watch the film about love, reunions, and Jollibee Perfect Pair.

List the results (30% of vote)

The ad that ignored the experts to ‘keep it short’ was not ignored by consumers. - Without the need for boosting, it already became one of the brand’s most viral ads. It was covered by over 20 publications, even the ones that specialize in cinema. - Trended on Twitter and two-week trended on Youtube, where people quoted long lines in verbatim. - Best of all, the ad brought in the sales for Jollibee Perfect Pair, which enjoyed 39% growth. Almost 4x more than the brand’s shorter ads. But perhaps the most amazing result was that people actually found the 30-minute ad 'too short'. And are now clamoring for a sequel. A longer one.

Please tell us how disruption in your market place inspired the work

Covid lockdowns have turned tons of foot traffic into a big online audience. So, winning in digital has become a must for Jollibee. But if the brand is to change the game in this space, it simply cannot follow what every one else is doing: sticking to short form ads that require very little from the viewer. What Jollibee did, instead, is put together a winning formula that will get our fans wanting to watch an online ad that is thirty minutes long.