Opinion

Winning ways: Remote island of fighters

Go MannyIn the latest in a series that looks under the hood of the best work from around the region, we shine a light on ‘Remote island of fighters’, a campaign to connect Pru Life with Filipino communities that endured Typhoon Haiyan. The work won top prize for PR at the Mumbrella Asia Awards.

Mumbrella asked the agency behind the campaign, BBDO Guerrero, about the challenge, the idea, the hardest part, and how they can prove that it worked.

What was the challenge?

To build on Pru Life UK’s support of many of the areas affected at the end of 2013 by Typhoon Haiyan particularly the community on Bantayan Island, near Cebu.

What was the idea?

Bring live viewing of the Manny Pacquiao Vs Floyd Mayweather “fight of the century” to areas that are unable to gain access to transmission across the Philippines, because of a lack of electricity.

How you can prove that it worked?

We knew that it worked because of the amount of free PR in major broadsheets and online platforms — the photos of people wearing the red bandanas made it to the front page.

The campaign garnered huge ROI, with PR value of US$16m. In terms of brand objectives, the Pru Life enjoyed a 75% increment in top-of-mind awareness. Manny Pacquiao was also reached by the material and was even brought to tears when he gave a speech after arriving in his hometown.

What was the hardest part?

The hardest part would be the short lead time we had to prepare for the campaign, since we were gunning for a definite date, and how we were unsure of the outcome of the fight. But in the end these difficulties turned out to help make the campaign even more inspiring.

The short lead time paved the way for the team to focus on how to come up with a genuine campaign that was aligned with the brand’s values. In the process, the campaign turned out to be inspiring for other Filipino fighters, just like Pacquiao. Moreover, the uncertainty of the bout’s outcome allowed us to give a more heartfelt and authentic follow through to the first film. Even if Pacquiao didn’t win, we were still able to communicate the resilience of the Filipino spirit.

If you could do it again, what would you do differently?

With more resource and investment, develop a sustainable campaign that could further the brand’s objectives.

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