With a Silver Boomerang under its belt
Globe Prepaid GoSAKTO digital campaign touted one of the country’s best
Globe Telecom’s Globe Prepaid GoSAKTO, the first prepaid service of its kind in the world, bagged a Silver Boomerang from this year’s Boomerang Awards organized by the Internet and Mobile Marketing Association of the Philippines (IMMAP) for its marketing campaign that harnessed the power of online and social media.
As the leading award-giving body for digital marketing work in the country, IMMAP’s Boomerang Awards recognized GoSAKTO’s digital marketing campaign under the Programs Effectivity for Awareness category for its effectiveness in creating awareness and educating consumers using new media tools and platforms.
With GoSAKTO, prepaid subscribers were given the full freedom to create their own prepaid promo that fits their needs, budget, and lifestyle. As a new and revolutionary service, the campaign turned to online media to generate awareness and drive consumer education, as well as increase level of engagement among online communities and groups.
The campaign used a key visual, an equalizer, to communicate the idea of customizing the amount of calls, text, or mobile data for a subscriber’s GoSAKTO promo. It also utilized YouTube and produced educational videos including one of the first branded interactive YouTube video ever made for the Philippine market. Using various YouTube videos, the new service was showcased to subscribers in a fun, easy, and engaging way.
Equalizer display ads resulted in over 334M impressions and 375,000 clicks to site during the campaign period, while the multiple instructional videos garnered over 74,000 views. On the business front, 8.5M registrations were recorded, including a total of 30,000 promos created online via Facebook. With the results, GoSAKTO has elevated itself as the third most availed offer for Globe Prepaid.
“We are honored to be recognized by the IMMAP for our efforts to put the customers first and connect with them exactly where they are – the digital space. With GoSAKTO, we realize that no subscriber is the same as the other. Taking this consumer insight, we launched GoSAKTO to empower subscribers to create their own prepaid promo based on their needs, budget, and lifestyle, so they can go lang ng go with their activities, interests, and endeavors,” shared KD Dizon, Head of Globe Prepaid. “This citation will inspire us further to create more innovative offers and reach our consumers more creatively and efficiently.” The GoSAKTO digital campaign was launched by Globe Prepaid in tandem with advertising agency Publicis JimenezBasic.
Subscribers can create their GoSakto promo via the self-service menu *143#, the Globe website at www.globe.com.ph/gosakto, or via the GoSakto Facebook App available at apps.facebook.com/gosakto.
All Boomerang entries were screened and reviewed by the Board of Jurors selected by IMMAP. Judging was based on strategy, creative/execution, and results.