Brand Experience and Activation > Integrated Promotional Campaign
ACE SAATCHI & SAATCHI, Manila / TV5 / 2015
Overview
Credits
BriefExplanation
In the TV series “Jasmine”, famous Philippine actress, Jasmine Curtis-Smith, plays a fictional version of herself as she tries to survive stardom and the advances of a psychotic fan known only as Maskara.
The TV series was complimented by a carefully orchestrated roll out of online, OOH, PR, and activation executions woven into the show’s narrative, creating the illusion that the events in the show were happening in real life.
ClientBriefOrObjective
TV5, the third largest TV network in the Philippines, asked us to create an ad campaign to revitalize the network’s image and attract a new, younger audience. But instead of giving them the ad they wanted we created JASMINE, the social transmedia TV series that intertwines reality and fiction.
Outcome
“Jasmine” reached over 30 million online users. As of the season finale, the official Facebook page has the most number of fans for any TV5 show (5x more than the previous leader). All of the episodes trended consistently on Twitter. And Jasmine garnered over 102 million media impressions.
Relevancy
The executions that ran before, during, and after the launch of the TV series extended the reach of the narrative beyond TV and into several different mediums, creating the illusion that the events in the series are real.
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