PLDT myDSL
Screen Age Love Story
PLDT myDSL sought to elevate and cement their connection with Filipinos by demonstrating how stronger digital connections (at home) also have the power to create stronger emotional ones. To bring this to life, we created a love story that blurred the line between virtual and reality. We hired unknown actors and made the public believe they were real people by giving them active and unbranded social media accounts, which they used along with traditional channels to play out the “real-life” love story. Over the course of one year, the love story continued to unfold with multiple twists and turns that put the public on emotional highs and lows. It concluded with the main actor/character in our virtual love story, teenage boy Derek S. Lorenzo, finding love with real-life teenage girl, Aria Cariño -- making this love story not just about “boy meets girl”, but also about “virtual meets reality”. The campaign captured the hearts of millions of Filipinos across the nation, including major media outlets.
PLDT myDSL sought to elevate and cement their connection with Filipinos by demonstrating how stronger digital connections (at home) also have the power to create stronger emotional ones.
To bring this to life, we created a love story that blurred the line between virtual and reality. We hired unknown actors and made the public believe they were real people by giving them active and unbranded social media accounts, which they used along with traditional channels to play out the “real-life” love story.
Over the course of one year, the love story continued to unfold with multiple twists and turns that put the public on emotional highs and lows.
It concluded with the main actor/character in our virtual love story, teenage boy Derek S. Lorenzo, finding love with real-life teenage girl, Aria Cariño -- making this love story not just about “boy meets girl”, but also about “virtual meets reality”.
The campaign captured the hearts of millions of Filipinos across the nation, including major media outlets.
Result
The campaign garnered over 6 million combined views on Youtube, with the first video in the saga being Youtube Philippines’ most viewed, and most imitated video during the campaign period. The topic triple-trended on Twitter, generating over a million Tweet views; and earned P10 million worth of free media.
Most importantly, the campaign helped increase PLDT myDSL’s subscriptions by 200%.
It is still the most awarded Philippine campaign in Cannes history.
Awards
09/08/2017
09/08/2017