Ace Saatchi & Saatchi wins Silver in Boomerang Awards 2016
Ace Saatchi & Saatchi added to its awards collection a Silver Boomerang at the 2016 Boomerang Awards of the Internet and Marketing Association of the Philippines (IMMAP) for Sun Cellular’s #FirstJobProblems.
This is the first-ever campaign dedicated to Filipino first-jobbers, with the objective of being more engaging and relatable to this target market. It achieved that by tackling the unique challenges they face, including upgrading to a postpaid plan.
#FirstJobProblems was quickly picked up by the audience, who organically created their own statuses, images and videos. It soon became a trending topic, relatable to Millennial first-jobbers everywhere.
In the end, #FirstJobProblems was not only one of the brand’s most talked-about and most engaging campaigns; it was Sun Postpaid’s best-selling one ever.