Dito Telecommunity: Great talent is here

Telco brand DITO Telecommunity created a counterculture campaign in the Philippines that championed diversity by fostering undiscovered local talent.

Why is this work relevant for Strategy & Effectiveness?

Galing DITO created a counterculture campaign that championed diversity and inclusivity through tapping undiscovered talents from the Philippines.

By tapping emerging local talent instead of global superstars, DITO created a multi-platform, multi-cultural and multi-regional movement.

Background

In the Philippines, two giant telcos have dominated the industry for decades, Smart and Globe. They also dominate the mainstream advertising space with world-famous (and obviously, expensive) endorsers like Blackpink, BTS and even Chris Evans.

DITO Telecommunity, a one-year-old telco brand, needed to go up against these established giants despite the lack...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands