JASMINE by Ace Saatchi & Saatchi Makati, Ace Saatchi & Saatchi, Manila for TV5

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JASMINE

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Agency Ace Saatchi & Saatchi, Manila
Executive Creative Director Andrew Petch
Creative Director Greg Marting
Art Director Gino Caoile, Emman Carandang, Miguel Mier
Copywriter Paw Berroya, Paolo Ferrer, Miguel Angel Barahona M. - Andrea Olivares
Producer Madonna Tarrayo
Production UNITEL ENTERTAINMENT
Released November 2014

Awards

Asia Pacific Advertising Festival (AdFest) 2015
PROMO LOTUS BEST INTEGRATED PROMO CAMPAIGN Silver

Credits & Description

SUB CATEGORY : BEST INTEGRATED PROMO CAMPAIGN
COMPANY ENTERING : ACE SAATCHI& SAATCHI MANILA, MANILA
ENTRY TITLE : JASMINE
BRAND : TV5
ADVERTISER : TV5
ADVERTISING AGENCY : ACE SAATCHI & SAATCHI, MANILA
EXECUTIVE CREATIVE DIRECTOR : ANDREW PETCH
CREATIVE DIRECTOR : GREG MARTIN
COPYWRITER : PAW BERROYA/PAOLO FERRER/MIHK VERGARA/ANDREA ANG/
TON ESTEBAN/TANYA YUSON/ZIG MARASIGAN
ART DIRECTOR : GINO CAOILE/EMMAN CARANDANG/MIGUEL MIER/ARVINO YANUARIO
ACCOUNT DIRECTOR : GIGI GARCIA
ACCOUNT MANAGER : APRIL LIM - LANDICHO
ACCOUNT EXECUTIVE : NEIL CABALUNA
HEAD OF ACTIVATION : GEN LIZARES
PRODUCTION COMPANY : UNITEL ENTERTAINMENT, MANILA
DIRECTOR : MARK MEILY
CINEMATOGRAPHER/D.O.P : CHRISTIAN HALILI
EDITOR : EDWARD ALEGRE
EXECUTIVE PRODUCTION PRODUCER : NOEMI PEJI
PRODUCTION PRODUCER : CHA PAMMIT
SOUND PRODUCTION COMPANY : SOUND DESIGN, MANILA
MUSIC COMPOSER : TRIS SUGUITAN
PRODUCER : MADONNA TARRAYO
URL OF THE ENTRY : HTTP://TV5JASMINE.COM
ENGLISH CONTEXT EXPLANATION : AWARD-WINNING ACTRESS, JASMINE CURTIS-SMITH, PLAYS A FICTIONAL VERSION OF HERSELF AS SHE TRIES TO SURVIVE STARDOM AND THE ADVANCES OF A PSYCHOTIC FAN KNOWN ONLY AS MASKARA. THE TV SERIES WAS COMPLIMENTED BY A CAREFULLY ORCHESTRATED ROLL OUT OF ONLINE, OOH, PR, AND ACTIVATION EXECUTIONS WOVEN INTO THE SHOW’S NARRATIVE, CREATING THE ILLUSION THAT THE EVENTS IN THE SHOW WERE HAPPENING IN REAL LIFE
THE BRIEF : IN THE PHILIPPINES, TV5 IS TRAILING BEHIND NETWORK GIANTS ABS-CBN AND GMA. SO THEY ASKED US TO CREATE AN AD CAMPAIGN TO REVITALIZE THE NETWORK’S IMAGE AND ATTRACT A NEW, YOUNGER AUDIENCE.
THE STRATEGY : INSTEAD OF GIVING THEM THE AD CAMPAIGN THEY WANTED WE CREATED 'JASMINE', THE SOCIAL TRANSMEDIA TV SERIES THAT INTERTWINES REALITY AND FICTION.
THE RESULT : “JASMINE” REACHED OVER 6.7 MILLION ONLINE USERS. AS OF THE SEASON FINALE, THE OFFICIAL FACEBOOK PAGE HAS THE MOST NUMBER OF FANS FOR ANY TV5 SHOW (5X MORE THAN THE PREVIOUS LEADER). ALL OF THE EPISODES TRENDED CONSISTENTLY ON TWITTER. AND JASMINE GARNERED OVER 110 MILLION MEDIA IMPRESSIONS.