The country's dominant long distance and landline operator is targeting teens and young adults with a flexible payment plan and a system which can be accessed through any of the group's communications platforms.
Ace/Saatchi & Saatchi, which handles PLDT's IDD and media buying business, was tapped for the assignment. "The thrust of the vibe campaign is to project PLDT as contemporary and dynamic and highlight the fact that the group is responsive to people's communication needs," said Gigi Garcia, Ace Saatchis vice-president of client services. "We will eventually launch on television. We are wooing the younger generation for whom the internet is more than a technological tool. They perceive it as being just like television."
