Why is this work relevant for PR?

Jollibee, the country’s leading fast food brand, has developed a relationship not just with the fans of its food, but also the fans of its content. Viewers of the Jollibee Studios Youtube Channel are very vocal about their love for the stories that the brand has told over the years. This year, Jollibee responds with the greatest comeback in rom-com film history. A movie entitled One True Pair.

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 advantage was that the brand also has fans of the content it produces. So, the goal was to create something exciting that will truly get them talking and making noise on behalf of the brand – and effectively change the game completely when it comes to creating buzz-worthy digital content that will drive brand love and sales.

Describe the creative idea (20% 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 get back together, not for the biggest movie studios in the Philippines, but for Jollibee Perfect Pair. In a 30-minute film. With 30 minutes of conversation, copy, and Jollibee’s Perfect Pair of fried chicken and spaghetti. Complete with trailers, theatrical posters, and even a press-con, One True Pair: The Movie fully immersed the audience in the movie experience.

Describe the PR strategy (30% 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. 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 PR execution (20% of vote)

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.

List the results (30% of vote)

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.