Campaign details

Brand: Globe Telecom
Brand owner: Globe Telecom
Lead agency: ASPAC-Dentsu Aegis Network
Country: Philippines
Industries: Telephone & internet services
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

In the Philippines, an emerging Asian economy, there is high demand for faster internet but infrastructure development is greatly delayed by 'red tape' at a local government level. Globe, the leading telco in the country, launched the 1st World Internet PH campaign, which took a behind-closed-doors issue public and turned a problem into an opportunity for local governments to show vision and leadership.

Market background and cultural context

With 67 million active internet users, the small archipelago of the Philippines has the 15th-largest internet-user population in the world. Filipinos are internet hungry and this growing internet use can only speed up the progress of a nation that's poised to develop dramatically.