With about 18 minutes of commercials per television hour, Filipinos’ wishes for ad-free viewing went unanswered. Delivering on their promise to customers, Globe bought the required airtime to broadcast three episodes of “Sa Piling Mo” (“In Your Arms”) with no commercials and a trailer that reminded people throughout the screenings that Globe puts its customers first and was serious about its proposition.

The executions created enormous buzz among impressed viewers and clients. Globe’s major competitor immediately expressed interest in repeating the initiative. Globe exceeded its financial targets (9-month net income of Php3.55 billion, up 59% versus same period in 2005.) The client awarded the agency maximum performance bonus for the initiative.