PLDT myDSL: Screen-Age Love Story

Carmen Antunez

Campaign details

Brand owner: Philippine Long Distance and Telephone Company
Agency: Ace Saatchi & Saatchi Advertising
Brand: PLDT myDSL
Country: Philippines
Channels used: Branded content, Cinema, Direct marketing, Email marketing, Events and experiential, Internet – display, Internet – microsites, widgets, Magazines – consumer, Newspapers, Online video, Outdoor, out-of-home, Print – general, unspecified, Public relations, Radio, Social media, Television, Word of mouth and viral
Media budget: 500k – 1 million

Executive summary

Faced with aggressive competitors and exorbitant rate-card media costs, this is how telecom supplier PLDT myDSL used their Screen-Age Love Story to achieve much-needed differentiation, in order to cut through the clutter, generate earned media and gain the vital awareness needed to drive subscriptions.