After emerging as the country’s top telecom brand in a survey conducted by Campaign Asia-Pacific in partnership with Nielsen, Globe Telecom has received another accolade, this time from advertising portals www.adforum.com, www.campaignbriefasia.com and Philippine-based advertising website www.adobomagazine.com for its groundbreaking advertising campaign on gaming.
Globe worked with creative advertising agency Publicis JimenezBasic on a consumer campaign to showcase the telco’s foray into mobile gaming as part of its commitment to enabling the Filipino digital lifestyle. With GoSURF, customers get free access to top mobile games such as Clash of Clans, Candy Crush, Summoner’s War, and Boom Beach among others, giving them uninterrupted playing time online without the need for Wi-Fi.
Part of the gaming campaign dubbed as #NextLevelKa to communicate a gamified “next-level” campaign is a production of a video that features Filipina-Irish stuntwoman Tara Macken, where she’s seen running the streets, scaling the walls, and leaping rooftops all over the city to level-up, and join her “clan” in an epic battle.
The video further heightened the interest of the viewers as it revealed a series of secret game codes hidden in between the scenes. Number codes can be found all over the video and each one can be texted to a Globe number to receive free prepaid load credits, making the viewing experience more fun and interactive.
According to campaignbriefasia.com, “The video is currently gaining heavy ground and has the entire Philippine mobile gaming community abuzz. Globe’s social media accounts are getting engaged with hints and clues from both the brand and its subscribers – all directed at the video and to finding all the hidden codes inside. While gaming pages and community forums are filling up with their own theories and screenshots of the video’s secrets.”
“Not only are we posting growth in our GoSURF registrations, we are also getting recognized as a brand that is able to deliver world-class and cutting-edge campaigns hinged on relevant and relatable storytelling. It’s not every day that you watch a wonderful video and you get to be part of it and be rewarded at the same time,” says Issa Cabreira, Senior Vice President for Consumer Mobile Marketing at Globe.
With GoSURF, customers get free access to the widest selection of entertainment content that cater to today’s digital lifestyle, may it be music streaming via Spotify, sports through the NBA, TV and movie hits on HOOQ, and recently, mobile gaming and social networking with the return of Free Facebook. GoSURF allowed Globe to maintain its dominance in the mobile data segment as it posted a 130% growth in subscriptions and 125% increase in revenues since it launched in 2014.