For a country that has the highest internet usage in the world at almost 11 hours/day, internet connection in the Philippines is without a doubt, a must-have. And its essentiality has never been more pronounced in the lives of Filipinos than during this time of the pandemic. It did not only become the link/access to the outside world, but the main enabler for the critical tasks and pursuits we all now had to accomplish from home. This global catastrophe single-handedly accelerated the drive of consumers to either finally get a home internet subscription or upgrade their current subscription to a more robust plan—and for some still, even get a back-up connection just to ensure their homes will always be online.

Several months into this crisis, Filipinos have started to adjust to the “new normal”, but their lives were still overpowered with so much uncertainty. They were surviving, but not really thriving. The lockdown was taking a toll on everybody. The home was seen as a fortress of protection—but at the same time, a prison that kept them away from the things that made life enjoyable.

This was the mindset PLDT Home wanted to overturn.

To do this, the brand needed to open the target’s eyes to the irreplaceable and priceless gains that being at home brought—all pointing to a deeper and more meaningful relationship with the ones who matter most, their families.

And in all this, PLDT Home became the driving force in making these amazing online experiences they share at home happen—proving that the strongest connection for the home (PLDT Home) will always be by their side to celebrate and champion their strongest connections at home (family).