The campaign used a thematic film to bring the STAR WARS story to life, which made the audience want to interact and engage with the Globe brand. The campaign didn’t feel like it was selling anything, rather it was an experience to be enjoyed. Even so, the campaign still helped establish Globe’s relevance beyond transactional telco needs while delivering a meaningful message on inclusivity and representation.

As one of the biggest Philippine companies, Globe has long been known for pioneering calls, texts, and internet services. However, as a brand that evolves with its customers, it has delved into creating multi-platform content, releasing its own line of merchandise, and collaborating with like-minded brands. Yet despite all these efforts, the brand is still associated with just transactional telco needs.

With this challenge, the brand decided to use their latest STAR WARS collaboration to achieve the following objectives: (1) drive relevance for the brand through meaningful content, (2) solidify its transition from telco giant to full blown media and lifestyle company, and (3) build subscribers’ affinity with the brand.

Everybody has an important role to play, no matter who you are or where you come from - be it a little swamp creature like Yoda or an orphan born in the middle of nowhere like Rey. It is this truth from the STAR WARS franchise, that is equally true and relevant in real life, that served as the core idea of the whole campaign.

Locally, there is great underrepresentation for persons with disabilities even if they form a significant portion of the population. In 2016 alone, about 12% of Filipinos, aged 15 and above suffer from severe disability. They continue to be subjected to discrimination, particularly media discrimination through stereotypes or underrepresentation, according to the National Council for Disability Affairs.

By dedicating its campaign to those who are made to feel invisible in society, Globe transformed what could have been just another STAR WARS collaboration into something much more meaningful and relevant - a heartwarming conversation starter for much needed representation and inclusion.

Globe partnered with STAR WARS and Virtualahan, a virtual school for people with disabilities, while researching and consulting experts, to bring to life a story that would resonate with customers of all ages, genders, backgrounds, and abilities.

The resulting film featured two boys building a mysterious contraption out of bicycle parts, a rubber chicken, and a whole lot of duct tape. When a third friend comes into the picture, we find out what they’ve built – a homemade 4D experience. With the Star Wars Rise Of Skywalker trailer on TV, the boys tinker with their masterpiece so water splashes, confetti explode, and phones vibrate. Catching their breath after the rollercoaster of a show, the two boys hand-sign to their friend, “Did you like it?” and we discover that their friend is deaf.

The film achieved success on all the three objectives it set out.

IMPACT ON BRAND RELEVANCE: In just two weeks, the film raked in 21 million views with up to 3.6 million dollars in total media value. It earned praise from actress Marlee Matlin, legally deaf herself, and LucasFilm president, Kathleen Kennedy. The campaign also gathered funds for Virtualahan, a virtual school for people with disabilities.

IMPACT ON PERCEPTION AS MEDIA & LIFESTYLE COMPANY: There was an 84% lift in MESSAGE RECALL for efforts on inclusion and representation. The brand also enjoyed a 95% increase in almost all attributes including ‘BRAND THAT IS RELEVANT FOR THE FUTURE AND CONSTANTLY EVOLVING’, ‘BRAND THAT STANDS FOR RELEVANT SOCIAL ADVOCACIES’, and ‘BRAND THAT I LOVE’.

IMPACT ON SUBSCRIBER AFFINITY WITH THE BRAND: Compared to Southeast Asia norms, the brand scored 15.1% higher for BRAND FAVORABILITY and 20.9% higher for BRAND LOVE.