The people of Bantayan are some of Manny Pacquiao’s biggest fans. This remote island had been devastated by a deadly typhoon in 2013. With no electricity they had no way to watch the fight. Pru Life UK, having a history of social support for the typhoon victims, wanted to give Filipinos a way to support their hero for the Fight of the Century. So we brought the fight to them live via satellite.

We told their story in an online & broadcast video. We produced and distributed 100,000 bandanas, tied to our brand identity, which created a movement of support for the fighters on Bantayan Island, Cebu.We asked people to show their support for these Filipino fighters by posting a photo wearing the bandana. Each photo or hashtag resulted in a donation for Bantayan’s recovery.

The campaign resulted in record video views and highly positive sentiment around the brand. 4M+ views made the film the most watched fight day ad (even though Pacquiao wasn’t in it).We received 500% earned media on YouTube. And got the attention of all major newspapers and networks. We got organically picked up by major local newspapers and TV channels.We also received 3.3M twitter impressions and 24M Facebook impressions from fans across the world who wore their bandanas with pride. This moved us to host 10 more live viewings in other small municipalities, which didn't have access advantage to the fight of the century. And while Manny may have lost the fight, we helped Filipino fighters stand united.

Pru Life UK brought the fight live to the people of Bantayan who would have otherwise not been able to watch it. An online video was released four days before the fighttelling the story of Bantayan and Pru Life U.K’s effort to bring the fight live to them. The video was accompanied with calls for social action through ”Go Manny” bandanas. The bandanas became a symbol of support to Manny and 100,000 people from across the globe wore it to show their support.

The massive response to the campaign moved the brand to host live viewings in ten more local municipalities.

Just like Manny, we were able to win the hearts of the Filipino people through the campaign. We demonstrated that we are a brand that truly understands the needs of people.

The video received 4M+ views in just four days and was the most viewed fight day ad. And unlike so much clutter during the period, our ads didn’t feature Manny himself.We received 3.3M twitter impressions and more than 28M Facebook impressions. A 100,000 people wore the bandanas and posted pictures on social media from across the globe. They showed support for the campaign which was organically picked up by news media across the Philippines and outside. We received 500% earned media from YouTube.

Within 4 days of launching the campaign, the Facebook page likes went up by 46%.