We executed the campaign that encouraged target audience to rediscover the real Philippines through MMS with interactive videos and mobile micro-site featuring one of the most influential idols among our target audience – Ailee. We developed a media ecosystem maximizing the number of inflowing people to the branded content by meticulously organizing media and platforms that have high target accessibilities from SNS, MMS and ARS - automated response system via telephones. We created the eight different interactive videos played by Ailee. Audiences not only enjoyed the interactive videos but also found detailed trip information of the Philippines on the micro-site. The site also encouraged viewers to input their phone numbers so that they were able to receive automated MMS or ARS from Ailee. Because consumers can access the content also through placing telephone calls to ARS, multiple types of online banner with the phone number were presented during the campaign.

The campaign achieved great effective media implementations:

First, the reach of the branded contents was maximized with better CTR realized by creating attractive contents.

Second, the result indicated the long duration time of the contents in play on the site – approximately 200% longer than our benchmark.

Third, the number of returning visitors to the site increased with effective operations of mobile platforms such as MMS and ARS.

Moreover, the number of overseas tourists who visited the Philippines from January to August in 2013 increased by 11.28% compared to the same period in the previous year.