Due to budget constraints, red could only afford to advertise through radio. Using the budget of a 30-second radio spot, we thought of a call-in promo where people get to use the unlimited mobile service without restraint. We used the Filipinos’ love for soap operas and fame, and created the first ever interactive radio drama – Dial-A-Drama. Here, callers get a twisted situation and a character to play. The best caller to portray that character wins a phone.

Callers did not hold back in using red Mobile to become a star, averaging 3 minutes per call. red Mobile enjoyed 27 minutes of airtime for the cost of a 30-second ad, with a media mileage of $9,600 everyday. 57,000 new subscribers joined red during the promo.