It has been found in a recent study that mobile internet penetration rate is growing at a rate of 1.5x (or 30 million users) every year. For Filipinos, it is a fundamental need and are thriving on staying connected. In spite of this, only 20.66% of Filipinos have internet at home.Those who have limited internet access circumvent these barriers by resorting to WiFi jacking (also known as kapit WiFi).
Sources:
Rappler (2016). A profile of internet users in the Philippines.
Millward Brown (2014). AdReaction: Marketing in a multiscreen world.
Internet Live Stats (2016). Philippines internet users.
Nielsen Consumer & Media View (2018). Availability of ISP at home.
DELIGHT ON DISPLAY
To resolve this issue, Globe sought to lower the barriers to at-home internet by providing better internet access at affordable rates, various payment options, and wider coverage, thereby upgrading the Filipino online experience for all with Globe At Home -- an alternative to traditional broadband subscription models. Globe together with AdSpark then knew to keep the audience at the core of marketing and tap cultural insight.
YouTube TrueView Ad
SOLUTION
To ensure resonance with a wide audience, Globe with the help of Adspark, went for a uniquely pinoy centric video campaign to develop an entertaining and relevant story. The video content integrated the country's favorite film genre, a light-hearted mix of horror and comedy with a set of strategic creatives for media roll out.
Maximizing resources within limited budget
2.27%
33%
5x
Monthly sales increased 5x during 2 month campaign.
CPA decreased 70% compared to previous campaigns
Programmatic ads
Globe's #NoMoreKapitWifi campaign showcases efficiency in achieving awareness and conversion targets. AdSpark aided by determining the right time of launch on the right platforms, with accuaracy on creatives reaching the right audience.