Why is this work relevant for Social & Influencer?

GOMO, a newly-launched telco, needed a disruptive campaign that can cut through the usual celebrity and endorser-filled ads of traditional telcos in the Philippines. Using famous personalities to promote a service on social media is nothing new. But using pre-historic and historic “influencers” hasn’t been done yet by any PH telco. That’s where the OG5G campaign comes in. GOMO outsmarted the telco game by playing to the strengths of its unapologetically edgy and Gen Z brand personality on a variety of social media platforms.

Background

In 2020, 5G fully launched in the Philippines. While traditional telcos and the household names scrambled to get their 5G comms and data going, GOMO launched as a telco that’s actually 5G-ready. All of its SIMS have 5G capabilities and have NO EXPIRY data. Plus, GOMO has an app so you can easily top up on data - anytime, anywhere. So how can GOMO, a new but already 5G-ready player in the Philippine telco game, launch big in an already loaded telco industry and market? How could its ads break through and speak to its Gen Z target market?

Describe the creative idea (30% of vote)

With 5G data as its biggest edge, the idea of GOMO being the “OG 5G” was born. The brand showed how since the beginning of the telco’s inception, it already was offering 5G services to its growing consumer base. But for the brand to truly stand out, it used a unique set of influencers to promote its services - prehistoric and historic creatures and personalities dubbed as the “OG influencers of 5G data.”

Describe the strategy (20% of vote)

The brand positioned GOMO as the new telco player and established the identity of 5G ahead of every other telco with THE OG 5G campaign. GOMO targetted digitally native Filipino Gen Z. The brand played to the strengths of tone, influencer choices, and relatively smaller budgets. Using preshistoric and historic characters, GOMO’s posts, GIFs, and films cut through Facebook, Twitter, Tiktok, Youtube, Google, and local video streaming platforms too.

Describe the execution (20% of vote)

On social media, we GenZ-ified traditional and boring placements. GOMO showed the earth’s most OG creatures addding to cart GOMO SIMs. This included pre-historic creatures like pterodactyls, sabertooth tigers, and a mesosaurus too. A T-Rex was even seen taking a selfie with GOMO data. An Egyptian deity topped on up No Expiry Data beside the pyramids. Spartans used GOMO data to power VR and even Moses used our GOMO data to part the sea. But we didn't stop there, we showed how 5G began in the GOMO-verse through an epic creation film. Adam, Eve, David, Goliath, Moses, Noah, and more ancient creatures all showed up to let Filipinos know what they’ve been doing with GOMO’s 5G data all this time. Our OG influencers were blasted as Facebook videos, Facebook statics, Youtube bumper ads, Tiktok takeovers, Google takeovers, iFlix in-stream ads, iWant in-stream ads, and Twitter promoted tweets.

List the results (30% of vote)

Across various social media channels, the OG 5G campaign brought in 134,304,657 total impressions. Our OG influencers helped produce 9.49% ad recall (industry benchmark is set at 2%). This totaled to 552,308 clicks to GOMO.ph, which cost the brand $0.14 cost per click (industry benchmark is $3.07). With over 20 “pre-historic and historic endorsers” for GOMO, the brand actually spent $0 on actual, real-life endorsers and influencers.

Please tell us about how the work challenged / was different from the brands competitors

By using OG influencers to promote its 5G-ready services, GOMO showcased some of the biggest personalities in ancient history without the expensive premium of bloated celebrity fees. This challenger brand was able to show that there’s a new telco on the block that’s ready to take on the aging Goliaths of the Philippine Telco scene.