The Issue:

Globe GoSurf has been the mobile data product that most Filipino kids use. In 2015, Globe wanted GoSurf to appeal to a rapidly growing segment – the mobile gamers. But games often consume data and prepaid load, so these gamers were stuck relying on free WIFI.

The Challenge:

Globe needed to be relevant and relate to mobile gamers, to get them to use GoSurf50 - UNLIMITED data with FREE GAMES, for just 50 pesos.

The Execution:

The online video features international stuntwoman, Tara Macken, dodging arrows and fireballs to join her gaming clan.

But viewers soon discovered that this video…was also a videogame.

Hidden game codes were placed in every scene, and to win, gamers needed to find them. They had to scrub through the video, pause, replay and try to find the codes tucked away in every scene.

When found, they could text these codes to a Globe number, and win free credits for more playing time, or for in-app purchases in their own mobile games.