PLDT Home DSL: Ask Diego

This case study describes how PLDT Home DSL, the Philippines' leading broadband provider, created a Facebook-led campaign to engage emotionally with budget-conscious families and encourage them to upgrade their broadband service.

PLDT Home DSL: Ask Diego

Martin Sarmenta

Campaign details

Brand owner: PLDT Home DSLLeading agency: Ace Saatchi & SaatchiCountry: PhilippinesIndustry: TelecomsMedia: Social media, Television

Market background and cultural context

The Philippines was one of the fastest growing internet populations in Asia, and more players wanted a piece of the pie.

In 2013, the Philippines' internet population was growing rapidly – according to ComScore, it was the fastest growing internet population in Asia. From March 2012 to March 2013, it grew by 22%, covering 36% of the population. Nielsen, meanwhile, places penetration at...

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