Developed by Neuron/Campaigns & Grey, 'Shock' puts a comedic spin on the emotions felt by users after receiving an unexpectedly high mobile phone usage bill. Fear, anger and despair are the three themes for the TVCs that show a women's hair stand on end, an airplane passenger turn into a bull to the dismay of his fellow passengers and another hysterically throw everything off her office desk.
Targeted at adults and professionals between the ages of 25 and 39, the project aims to increase the mobile telco's base of post-paid subscribers and attract brand switchers through offering rate caps on services beyond allotted bundles, the first of its kind in the Phillipines. The 'Anti-bill shock' plans can help users manage payments without curbing their lifestyles.
“In reaching out to young adults, the use of positive emotions such as humor, appeals to them and is an effective way to communicate messages and spur them into action,” said Jun Ureta, creative director at Neuron/Campaigns & Grey.
The campaign runs across TV, print, radio and product merchandising collaterals until 30 April.
Credits:
Client Sun Cellular Post-paid
Creative director Jun Ureta
Associate creative director Mags Sandoval
Art director Ben Obed, Angelo Estrella
Director Luis Tabuena
Producer Janet Barbara
Production house Production Village
Post production house We Love Post
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