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Marketing Featured Southeast Asia

BLACKPINK’s first spot with Globe is straight out of girl group’s playbook

Manila, Philippines – One of the biggest year-ender surprises for Filipino K-pop fans arrived in early December when the country’s telco giant Globe revealed that its newest endorser is the girl group and global superstars BLACKPINK. Almost a month after, the telco finally released the first installment of its campaign: a spanking one-minute spot with the message ‘Reinvent your world’. 

The campaign bled the girl group’s DNA, where the ad injected elements straight out of BLACKPINK’s production style in music videos. Its videos, which broke records, hovering around half a billion to a billion views on YouTube, have a number of them that showcase a nocturnal setting with strobing lights, and Globe didn’t waste any chances to demonstrate the same with the new campaign. 

The campaign wasn’t service-specific, instead, spotlighted the general features of the telco’s connection, such as its unlimited fiber internet and 5G and LTE-advanced mobile connection. 

With the main message of ‘reinvention’, the campaign aims to inspire one to transform into a better version of oneself together with an “attitude of resilience.”

“Globe and BLACKPINK’s partnership sends a strong message of reinvention – transforming oneself through powerful self-expression aided by digital technology with an attitude for resilience [amid] modern-day challenges,” said the telco in a press release. 

Issa Guevarra-Cabreira, Globe’s deputy chief commercial officer said, “We believe that Filipinos have the power to reinvent themselves in this new digital world. With Globe as their life partner, we will open up a world of greater possibilities we’ve never done before. BLACKPINK embodies the meaning of taking control and reinventing to achieve one’s dreams. We want to inspire our customers to be in control so they can do more and be more, especially with all the new technologies we have today.” 

The ad was launched across Globe’s social media and online platforms with a pre-show, announcing the extension of its ‘The Ultimate Stan promo’, the telco’s promo for ‘Blinks’ or BLACKPINK fans to win tickets to the group’s first live stream concert in January.

Categories
Marketing Featured Southeast Asia

PH telco Smart’s newest endorser is its third Korean star since May

Manila, Philippines – Philippine telecommunications company Smart Communications has released on Wednesday a new advertisement for its product Giga K-video, revealing its newest endorser, Korean star Park Seo-Jon. 

This is the third Korean actor that the company has recently inked a partnership with, starting with Netflix-produced Crash landing on you stars Hyun Bin in May, then Son Ye-Jin in August. 

Park Seo-Jon gained a wide fanbase for his K-dramas Fight for my way and What’s wrong with secretary Kim, most recently starring in the webtoon-adapted series Itaewon class this year.

The actor’s endorsement is a bundled service that includes open access data, 1 GB daily data for YouTube and streaming service Viu, plus a premium subscription with the latter.

In the ad, Park Seo-Jon is seen comforting a sad woman reeling from a breakup, showing her how subscribing to Giga K-video can uplift her. Smart leverages on the country’s positive reception to K-dramas, branding the service as K-video.

The ad has already been rolled out on TV and YouTube and on the telco’s social media channels.