The campaign, developed by Havas Media Ortega and launched on the web and mobile platforms, is the telecom company’s first digital ad targeted at its subscribers.
As part of the campaign, subscribers who go to a microsite and enter their phone number will be eligible to win goodies including gadgets, gift certificates, movie tickets and Globe Rewards points. Everyone who joins also gets a free ringback tone.
The campaign launched earlier this week is to run until 24 October with the aim to generate amongst Globe’s customers a feeling that they are loved.
Havas was keen to highlight the number 917, the prefix associated with the brand in the country. To reiterate the play on numbers, Globe chose to launch the campaign on 17 September. What’s more, there will be a total of 917 winners, who the telco will select by raffle every day at 9:17 am and 9:17 pm.
According to D’Artagnan Aguilar, division head of convergent communication channels, this campaign was designed to coincide with the onset of Christmas. “Since Christmas usually begins in September, and 0917 are numbers that are associated with Globe, we decided to start the campaign on 17 September,” he said.
“We really wanted to keep things as simple as possible and get straight to the heart of it,” said Laszlo Miguel Lim, business director, Havas Media Ortega. “As the giving season started, what better way for Globe to say ‘thank you’ than by gifting their subs wonderful experiences?”