To play up the frustration of mobile broadband users with their current service subscription, familiar situations were chosen that would show consumer dissatisfaction with an added element of surprise.
TV, digital, print and merchandise were used to reach the target audience.
The execution of campaign materials were taken from personal user experiences with most mobile broadband services. This stands out because competitor advertising have mostly been centered on product claims and attributes.
The campaign will run from August to November 2010
Client Digitel Mobile Philippines
Creative agencies Neuron, Campaigns & Grey Philippines
Creative team Jun Ureta, Mags Sandoval, Ben Obed, JM Sandoval
Account servicing Boboy Consunji, Donny Dingcong, Hanna Diaz
Producer Barbie Leyba
Production company Provill
Director Adrian Calumpang
Post-production company Roadrunner
Exposure Television, print, online, merchandise