Smart Communications Promo, Case study TUTOK SABAY TEXT by Touch DDB Manila

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TUTOK SABAY TEXT

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Philippines
Agency Touch DDB Manila
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: SMART COMMUNICATIONS
Product/Service: WIRELESS TELECOMMUNICATION
Agency: TOUCH DDB
Date of First Appearance: Aug 1 2010
Entrant Company: TOUCH DDB, Taguig City, THE PHILIPPINES
Managing Director: Dimples Cruz (Touch DDB)
Channels Activation Director: Reena Cruz (Touch DBB)
Channels Director: Julia Garcia (Touch DDB)
Channels Director: Eugene Manalo (Touch DDB)
Channels Manager: Pat Dizon (Touch DDB)
Assoc. Channels Director: Lani Estella (Touch DDB)
Channels Manager: Rachelle Sumugoy (Touch DDB)
Channels Activation Artist: Jet OLivar (Touch DDB)
Media placement: TV - Call to action plugs - August 1, 2010
Media placement: TV - Mechanics plugs - August 1, 2010
Media placement: TV - On Air Game Segment - August 1, 2010
Media placement: TV - Branded Intrusions - August 1, 2010
Media placement: Radio - Media Maven Spiels - August 1, 2010
Media placement: Radio - Call to action plugs - August 1, 2010
Media placement: Activations/Human Acts - 3 launch event Activations/human dressed acts - August 1, 2010
Media placement: Print - False Cover Ads - August 1, 2010
Media placement: Online - Fan Page community - August 1, 2010

Insights, Strategy & the Idea
Imposition of prohibitive and unsustainable advertising rates by dominant TV networks drove Smart Communications to advertise with TV5 - a far third & unrecognised station in the Philippines. Challenge then, is to create compelling reason among its 44 million subscribers to switch channels using the power of SMS.

Idea is to create a new and sustainable media engagement currency. In the Philippines, there is an inherent perception that best things in life are for FREE. The idea, FREE TST points (Tutok Sabay Text or Watch & Text), earned via SMS load credits at no extra cost!

Creative Execution
TST(Tutok Sabay Text or Watch & Text) is the new media engagement currency that serves as ticket to consumer incentive program leading to a TV weekend millionaire SMS guessing game. Creative use of radio, print and media mavens as well as online social community helped drive eyeballs to the station and ultimately drive awareness for Smart.

Results and Effectiveness

Results
Since the creation of new and sustainable media currency, Smart maintained subscriber leadership while TV5 grabbing audience shares. Aside from growing its community base, conversations spurred significantly paving way for big advertisers to use TST points for their own consumer incentive program.
• Phenomenal increase in channel shares +28% - taking from TV network leaders
• Created millions of engaged conversations – 34.7Million subscribers
• Two millionaires emerged as a result of the campaign
• SMS-loading behaviour improved as a result of strong awareness
• Successful turnout on year 1 that resulted to a repeat in 2011