Bayan Telecommunications DM KANTA CALLS by BBDO Guerrero Makati City

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Industry Telecommunications Services
Media Direct marketing
Market Philippines
Agency BBDO Guerrero Makati City
Art Director Corey Cruz
Producer Xerg Zulueta
Illustrator Karen Gosingian
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Feb 16 2011
Entrant Company: BBDO GUERRERO, Makati City, THE PHILIPPINES
Entry URL:
Chief Creative Officer / Writer: David Guerrero (BBDO Guerrero)
Executive Creative Director / Art Director: Brandie Tan (BBDO Guerrero)
Executive Creative Director / Writer: Tin Sanchez (BBDO Guerrero)
Creative Director / Writer: Pia Roxas-Ocampo (BBDO Guerrero)
Writer: Racquel Narciso (BBDO Guerrero)
Writer: Knox Balbastro (BBDO Guerrero)
Art Director: Corey Cruz (BBDO Guerrero)
Illustrator: Karen Gosingian (BBDO Guerrero)
Account: Jenny Cruz (Proximity)
Producer: Xerg Zulueta (Proximity)
General manager: Leah Besa Jimenez (Proximity)
Music Production: Ado Cruz
Media placement: Microsite - Online - February 16, 2011

Describe the brief/objective of the direct campaign.
11% of Filipinos work abroad.
Bayan Telecommunications wanted to contact these overseas workers to pitch their unlimited long-distance product. But first, Bayan needed their contact numbers. By offering a unique web-based free messaging facility to relatives back home, Bayan obtained a rich source of qualified prospects to whom it could target its inbound calling service.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Filipinos love music. So we created a free service that let Filipinos at home send their friends or family a musical phone call abroad - we coined a Filipino word "KantaKall", meaning Music-Call in English.

Users choose their message, personalized their lyrics in thousands of possible combinations, and heard them sung in a choice of musical genres. The call is scheduled at an appropriate time to be heard by the recipient.

From the recipient's point of view, the phone rings, and the familiar language and music of home serenades them with a humorous message from a loved one.
Due to our limited budget, we sent out eDMs to an existing database of Bayan subscribers informing them that they could create MusiCalls for their loved ones abroad.
We also placed Facebook Ads, targeted to Filipinos at different age brackets. With the Facebook ad changing per age bracket (Ex., 18-20 year olds were shown ads that asked to send MusiCalls to older brothers, sisters, mothers or fathers; 40 year olds & up were asked to send MusiCalls to husbands, wives or friends)
With the first waves of people to checking out the MusiCalls site, majority of our traffic has come from referrals from site visitors sharing the site through their Facebook and Twitter accounts.

Explain why the creative execution was relevant to the product or service.
The Bayan brand has long been known for its folksy 'Pinoy" (Filipino mass culture) image. It has become famous for using popular music, and lovable characters such as grandmothers in its advertising. So familiar musical genres such as ballads, traditional songs and home-grown rap were the perfect vehicle for this campaign. Users could choose their message, pick out lyrics, and hear them played out in the most appropriate style - further driving home an emotional connection. Of course, to send the MusiCall the friend in the Philippines would provide a number which Bayan could use in future marketing programs.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Statistically, one out of two Filipinos have a friend or family member abroad. And incredibly one out of three site visitors actually used the service and entered a valid overseas phone number - the key objective of the campaign. Quite simply it's one of the few ways these numbers could have been reliably obtained.

This 33% response rate so far means thousands of Filipinos abroad have enjoyed their very own MusiCalls!
And inadvertently, Bayan Musicalls is garnering over three times its investment in earned media. With 82% of all site visitors sharing a MusiCall on Facebook or Twitter.