Bayan Telecommunications DM LOLA TECHIE 2 by BBDO Guerrero Makati City

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LOLA TECHIE 2

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Industry Internet Service Providers
Media Direct marketing
Market Philippines
Agency BBDO Guerrero Makati City
Director Lyle Sacris
Producer Jing Abellera
Released March 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: BAYAN TELECOMMUNICATIONS
Product/Service: INTERNET PROVIDER
Agency: BBDO GUERRERO
Date of First Appearance: Mar 30 2010
Entrant Company: BBDO GUERRERO, Makati City, THE PHILIPPINES
Entry URL: http://www.bayan.com.ph/
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)
Executive Creative Director / Art Director: Joel Limchoc (BBDO Guerrero)
Producer: Jing Abellera (BBDO Guerrero)
Group Account Director: Ombet Traspe (BBDO Guerrero)
Account Manager: Eric Oandasan (BBDO Guerrero)
Director: Lyle Sacris (Abracadabra)
Media placement: TV Campaign - 700 Spots - Terrestial And Cable TV Networks - March 30, 2010
Media placement: Billboards - 3 - National Sites - March 30, 2010
Media placement: Banners - 400 - National Sites - March 30, 2010
Media placement: Facebook - Online - March 30, 2010
Media placement: Website - Online - March 30, 2010

Describe the brief/objective of the direct campaign.
Bayan DSL is a broadband internet provider that was a distant fourth in the market. It needed to gain visibility and become relevant to new users. Bayan DSL's competitors offered faster internet speeds. However their emphasis on technology and speed (often accompanied by complicated technical descriptions) provided us with a way in. Rather than bombarding people with numbers we decided we should make the brand more approachable, easier to deal with and by implication better value - despite the technical limitations of the service.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By positioning Bayan DSL as the easy-to-use internet service, and made its faster competitors look complicated and difficult to deal with. The basic ideas was that Bayan DSL is so easy, even a grandmother could use it. However rather than play to stereotype we made our grandmother an icon of the empowered 'silver surfer.' She took effortlessly to net-surfing, video-chatting, online-gaming and more. Her character was summed up in her name Lola Techie (Grandma Techie). We brought her to life in Facebook and Twitter with a team of online responders who interacted with fans in real time.

Explain why the creative execution was relevant to the product or service.
Grandma Techie's online presence made her real and convincing to the target. She wasn’t simply a funny tech-savvy grandma on TV. You could interact with her online, in real-time. TV, radio, press, outdoor, and viral videos. She showed how easy it is to use the internet with Bayan DSL. It also built on the Bayan brand's heritage of heartland Filipino values with family - and respect for elders - central to that. The majority of Lola's fans were in their teens and twenties who were delighted to be able to bring the elder generation along with their new experiences online.

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.
Grandma Techie became a viral hit and internet celebrity in the Philippines, now with 212,394 Facebook fans following her online. In just the first two months from the launch, the campaign earned media values totalling 144 million pesos (US$3,358,992) - or six times the value of Bayan DSL's paid media. Customer inquiries rose by a whopping 853% and the subscriber base grew by 28%. All this with Bayan's very limited resources -- only 10% of the media budgets of its three leading telco competitors in the country.