Pldt Case study SCREEN-AGE LOVE STORY by Ace Saatchi & Saatchi Makati

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SCREEN-AGE LOVE STORY

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Industry Business equipment & services, Corporate Image
Media Case study
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Director Henry Frejas
Executive Creative Director Andre Petch
Creative Director Greg Martin Iii
Art Director Windel Aboy, Glenn Lalogan, Hans Malang, Miguel Mier
Client Service Director Gigi Garcia
Producer Michaelangelo Reyes
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of digital or social media Gold

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of digital or social media
Advertiser: PLDT
Product/Service: MYDSL
Agency: ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Executive Creative Director: Andre Petch (Ace Saatchi/Saatchi)
Vice President/ Creative Director: Trixie Diyco (Ace Saatchi/Saatchi)
Creative Director: Greg Martin (Ace Saatchi/Saatchi)
Head Of Art: Denise Tee (Ace Saatchi/Saatchi)
Copy Writer: Paw Berroya (Ace Saatchi/Saatchi)
Copy Writer: Gelo Suarez (Ace Saatchi/Saatchi)
Copy Writer: Jordan Santos (Ace Saatchi/Saatchi)
Copy Writer: Petra Magno (Ace Saatchi/Saatchi)
Copy Writer: Sara Badr (Ace Saatchi/Saatchi)
Art Director: Glenn Lalogan (Ace Saatchi/Saatchi)
Art Director: Windel Aboy (Ace Saatchi/Saatchi)
Art Director: Hans Malang (Ace Saatchi/Saatchi)
Art Director: Miguel Mier (Ace Saatchi/Saatchi)
Agency Producer: Karen Sto. Domingo (Freelance)
Client Service Director: Gigi Garcia (Ace Saatchi/Saatchi)
Account Manager: April Landicho (Ace Saatchi/Saatchi)
Account Manager: Claire Cruz (Ace Saatchi/Saatchi)
Planner: Carmen Antunez (Ace Saatchi/Saatchi)
Planner: Natalie Ang (Ace Saatchi/Saatchi)
Director: Henry Frejas (Filmex)
Web Designer: Thonx Kwek (Ace Saatchi/Saatchi)
Digital Manager: Joem Segovia (Ace Saatchi/Saatchi)
Account Manager: Geli Angeles (Ace Saatchi/Saatchi)
Account Executive: Adi Yapyuco (Ace Saatchi/Saatchi)
Head of Activation: Gen Lizares (Ace Saatchi/Saatchi)
Activation Communication Director: Patti Mallari (Ace Saatchi/Saatchi)
Digital Director: Shiela Tiongco (Ace Saatchi/Saatchi)
Events Supervisor: Yhanee Mendoza (Ace Saatchi/Saatchi)
Producer: Michaelangelo Reyes (Freelance)
Media Relations Manager: Martin Romualdez (Ace Saatchi/Saatchi)
Print Producer: Dennis Obien (Ace Saatchi/Saatchi)
Event Manager: Louie Di Jr. (Ace Saatchi/Saatchi)
Event Coordinator: Josh Rodriguez (Ace Saatchi/Saatchi)
Describe the campaign/entry
There are no restrictions on branded content in the Philippines. And since a majority of the target market was on the web, PLDT myDSL, the biggest wired internet service provider in the country turned to branded content to reach its audience. VIRTUAL MEETS REALITY LOVE STORY was one of the biggest campaigns in the Philippines for 2012. It started with an online branded content launch and a traditional media reveal seamlessly integrated through multiple-media channels all the way through the sustaining phase of the campaign. And the results speak for themselves 1.5 million hits on YouTube in less than 5 weeks. Our content reached about 6 million combined views resulting in P10 million in free media and w.o.m. during the campaign period. The branded content online and on air resulted in 62% awareness, the highest for any PLDT retail brand in recent history.
Results
PLDT myDSL, the country's biggest residential internet service, wanted to convey that their strong internet connection can create strong emotional connections.
We brought this connection to life by creating a Screen-Age Love Story about a fictitious boy, who we named Derek S. Lorenzo and created his fictitious ultra-supportive mom, "Mama Berns".
We started by uploading a YouTube video of "Derek S. Lorenzo" singing an original song entitled Anna Banana for his crush. He performed it terribly making it, literally, a video only a mother can love.
His fictitious "mom" drummed up support for the video through her blog, twitter feeds, comments on forums and cold calls on radio talk shows asking everyone to check out her fictitious son's video.
We then did a reveal with a 60sec. TV spot showing
the "Mom" watching the Anna Banana video over and over again to rack up its hits. The TVC ends with "Derek" celebrating his hundred hits and the mom feigning surprise.
"Derek S. Lorenzo" and his "mom" also showed up in our print, radio, billboards, streamers, flyers, digital banner ads and Facebook ads. All materials drove viewers to the annabananaDSL YouTube channel, now re-skinned to become a branded PLDT myDSL channel. This revealed to the public that the DSL in annabananaDSL were not only the initials of Derek S. Lorenzo, but also stood for PLDT myDSL.
We then brought in the object of his affection, Anna. Who put up her own video just to publicly bust him. This resulted in public outcry and we then set out the next phase of the campaign which was to find a new 'Anna' for Derek which we did in the form of Aria - one of the hundreds of girls who sent in videos. Resulting in the most successful consumer engagement campaign in PLDT history.
Initially, audience was driven to content through a fictitious mother who drummed up support for the video through her blog, twitter feeds, comments in various forums and cold calls to radio shows. After launching with a 60 seconder TV and cinema ad, we drove consumers to site through print ads, PR articles, out-of-home materials, radio ads, Facebook ads, celebrity tweets, online digital banners, on-ground activations, contests and TV shows.
VIRTUAL MEETS REALITY LOVE STORY is the most successful campaign in PLDT history. The initial video is probably the most viewed branded video in the Philippines. It was featured by TV Patrol as the most watched video in the country and triple -trended in twitter. It has over 40 copycat videos with almost 6 million combined views. It has been reposted by other YouTube users, shared in blogs, Facebook, and mentioned in user and celebrity tweets catching over 1 million eyeballs. It has been talked about in radio shows as well as featured in tv news, broadsheets and magazines giving us an estimated 10 million pesos in free media and WOM. During the campaign, the PLDT myDSL website got a 30% increase in total visits.
200% increase in applications versus previous quarter. 30% revenue increase for PLDT myDSL versus same time previous year. Post-launch tests
showed that 93% of respondents now find the brand more appealing and 83% say that it is better than other internet services. The campaign gave us 62% awareness after 4 weeks-- the highest rate of advertising awareness for any PLDT retail brand since 2010.