Bayan Telecommunications DM LOLA TECHIE by Proximity Philippines

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Industry Telecommunications Services
Media Direct marketing
Market Philippines
Agency Proximity Philippines
Director Lyle Sacris
Executive Creative Director Joel Limchoc, Simon Welsh
Released June 2009


Caples Awards 2010
Other Media Social Media Finalist

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: BAYAN DSL
Date of First Appearance: Jun 21 2009 12:00AM
Entry URL:
Chairman, Chief Creative Officer: David Guerrero (BBDO Guerrero/Proximity Philippines)
Executive Creative Director: Simon Welsh (BBDO Guerrero/Proximity Philippines)
Executive Creative Director: Joel Limchoc (BBDO Guerrero/Proximity Philippines)
Creative Director - Head of Art: Brandie Tan (BBDO Guerrero/Proximity Philippines)
Creative Director - Head of Copy: Tin Sanchez (BBDO Guerrero/Proximity Philippines)
Freelance Producer: Telly Arce
Account Director: Ombet Traspe (BBDO Guerrero/Proximity Philippines)
Account Manager: Eric Oandasan (BBDO Guerrero/Proximity Philippines)
Account Manager: Shirley Gadia (BBDO Guerrero/Proximity Philippines)
Director: Lyle Sacris
Production House: - (Abracadabra)
PR Agency: - (GeiserMaclang)
Media placement: TV Campaign/Print/Website - All TV Networks - July 26, 2009 To Present
Media placement: Print Media Collaterals - Banners & Streamers - July 30, 2009

Describe the brief/objective of the direct campaign.
The brief was to grow the subscriber base of Bayan DSL, the fourth and smallest player in the broadband category. The target was made up of young adults who used the internet the most. But Bayan DSL had less than 10% of its competitors' budget, and could not compete with their promise of high internet speed. Its only virtue was that we could claim it was easier to use.

Explain why the creative execution was relevant to the product or service.
Grandma Techie's active online presence reinforced her tech-savvy character and effectively promoted Bayan DSL as the easy-to-use Internet service. Integrated online, TV, radio, press and outdoor work gave the impression of scale and kept consumer engaged despite the smaller budget. The campaign had them wanting to know more about the service and signing up for a subscription.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
While the competitions’ ads showed hip and happening people, we turned a 66-year old called Grandma Techie (Lola Techie) into an internet celebrity. The idea: 'Bayan DSL makes it easy. ' Virals and TVCs showed she could video chat, play shoot-em-up games, respond to Youtube hits and a local celebrity's sex video. She had accounts in all the popular social networking sites, and a team of online responders kept these active, interacting with consumers as many as 7,000 times per week. All these led the target to, where they could fill in a subscription form for Bayan DSL.

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.
In just two months, GrandmaTechie became a viral hit and internet celebrity in the Philippines with over 95,000 Facebook fans and free media impressions worth P144 million (six times the value of Bayan DSL's paid media). The results were phenomenal: Customer inquiries rose by 700% and Bayan DSL's subscriber base by 45%.