The campaign will run for six months featuring a TVC, along with radio, print and outdoor elements.
The 30-second TVC is a departure from previous celebrity-oriented campaigns rolled out by Sun Cellular over the years, and instead opts for a cinematic 'cliffhanger' approach to emphasize that the Sun Call-and-Text Combo prepaid load is the most complete product in the market.
Viewers are encouraged to purchase the product to avoid being 'left in the air' as a result of abrupt endings to their calls due to insufficient load in their mobile phones. Prepaid load is a popular way of managing mobile phone bills for Filipinos who want to set a certain budget to their calls and SMS.
Poteet Gimenez, management supervisor at Neurons Philippines pointed out that the agency was always looking to develop fresh ideas and executions to better sell their client's brands. Hence, this may sometimes translate to deviating from the norm of using celebrities in some of their TVC materials.
Sun Cellular TVCs have been known throughout the years for featuring a host of Filipino celebrities such as Aga Muhlach, Judy Ann Santos, John Lloyd Cruz and Iya Villania.
"The concept of this particular TVC also works best by featuring a more general public, which is primarily our target," added Gimenez.
Credits:
Client Digitel Mobile Philippines / Sun Cellular
Agency Neuron | Campaigns & Grey
Accounts Poteet Gimenez, Don Quintos
Creative Jun Ureta, Mags Sandoval, Ben Obed
Producer Barbie Leyba
Production house Provill
Director Luis Tabuena
Post Underground Logic
Caster Enric Munchua
Audio HIT Productions