Globe Telecom: First World Internet PH

Maribel Gonzalez, Jocel de Guzman, Yolanda Crisanto

Telco Globe Telecom used social media to get consumers on side with protests against government red tape that was preventing upgraded internet connectivity in areas across the Phillipines.

Campaign details

Brand: Globe TelecomBrand owner: Globe TelecomLead agency: ASPAC-Dentsu Aegis NetworkCountry: PhilippinesIndustries: Telephone & internet servicesMedia channels: Online video, Social mediaBudget: 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 1stWorld Internet PH campaign, which took a behind-closed-doors issue public and turned a problem into an opportunity for local governments to...

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