Staff Reporters
Aug 19, 2010

Grey plays up frustrations with mobile broadband to promote Sun Broadband USB

Grey banks on frustrations from lagging and buffering to exemplify how Sun Broadband USB modem is a cut above the rest.

Grey plays up frustrations with mobile broadband to promote Sun Broadband USB
Sun Broadband USB modem can be used as a mobile router and claims to be faster than other broadband services.

The aim was to cast doubt on the superiority claims of competitors while establishing Sun Broadband as a consistent, fast and reliable service provider. Grey, which was behind the creative execution, was also tasked to increase Sun Broadband users through new subscriptions and switchers from other brands 
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.
In the example of 'Kiss' TVC, many users experience lagging when watching videos on websites because of the slow internet speed. The twist in the storyline occurs when the movie character comes to life because of their own frustration with the broadband service. 
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 

Project Kiss
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

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