There are no restrictions on branded content in the Philippines. And since a majority of the target market was on the web, PLDT myDSL, the biggest wired internet service provider in the country turned to branded content to reach its audience. VIRTUAL MEETS REALITY LOVE STORY was one of the biggest campaigns in the Philippines for 2012. It started with an online branded content launch and a traditional media reveal seamlessly integrated through multiple-media channels all the way through the sustaining phase of the campaign. And the results speak for themselves 1.5 million hits on YouTube in less than 5 weeks. Our content reached about 6 million combined views resulting in P10 million in free media and w.o.m. during the campaign period. The branded content online and on air resulted in 62% awareness, the highest for any PLDT retail brand in recent history.

PLDT myDSL, the country’s biggest residential internet service, wanted to convey that their strong internet connection can create strong emotional connections. Screen-Age Love Story brought this to life utilizing extensively a medium PLDT provides, the internet.

By launching unbranded and sustaining it with a mix of branded and unbranded material over multiple media we blurred the lines between reality and fiction. By. creating characters, giving them their own social media accounts and treating them like real people, we create a “real life” demonstration of how strong internet connections begets strong emotional connections.

Philippines' most viewed branded videos. Trended in twitter thrice. Over 40 copycat videos. Reposted by YouTube users. Shared in social media. Almost 6 million combined views. User and celebrity tweets caught over 1 million eyeballs. Covered by radio shows, tv news and print -- estimated P10 million in free media and WOM. PLDT myDSL website got 30% increase in total visits. 200% increase in applications. 30% revenue increase for PLDT myDSL. Post-launch tests: 93% now find brand more appealing. 83% prefer it to other internet services. 62% awareness after 4 weeks-- highest rate for any PLDT retail brand since 2010.