Entertainment > Branded Entertainment
JASMINE
ACE SAATCHI & SAATCHI, Manila / TV5 / 2015
Awards:
Overview
Credits
Overview
CampaignDescription
TV5 Network is a challenger in a country where all free TV eyeballs are controlled by just 2 networks ABS-CBN and GMA. The country’s 100 million plus TV viewing audience are all hooked to the steady diet of soap operas or “teleseryes” and variety shows that these networks dish out. In a country where 80% of households only own one TV, Moms or family elders control the remote. The Philippines is a young country where half its population is younger than 23 and yet this younger market was largely ignored by the big networks. TV5 saw the opportunity to appeal to this younger audience with TV content that was made for them. But the problem was, how could they reach this audience when Mom controlled the biggest awareness driver, TV?
Effectiveness
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.
Implementation
Our executions in different mediums generated buzz in social media. Every episode of the TV series trended on Twitter. Media and the public tried to decipher whether some of the executions were real or fake.
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. (Results as of March 2015)
Relevancy
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 content — JASMINE, the social transmedia TV experience that intertwines reality and fiction. The story unfolds through an array of media and on-ground stunts timed to coincide with events in the series.
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