A holistic campaign launched du’s Filipino Bundle, a plan that is tailored to help Filipinos stay in touch with friends and family through unlimited chat, free calls and fee SMS. Maintaining authenticity was crucial for every part of the campaign, which began with a film shot by a Filipino comedy director, set in one of the community’s most popular hangouts in the UAE, the Satwa Basketball Court. The film featured an original ‘Tagalish’ hip-hop track produced by The Recipe’s Lucky Schild and featuring the vocals of Filipino rapper Twisted. The song put a humorous yet positive spin on how being part of a Tropa means always sticking together. Popular demand led to the soundtrack being released online as a free download, along with a music video. Soon, the song was also being remixed by popular artists in Dubai, becoming a regular club request. A special media idea was also employed, with the knowledge that at the UAE’s numerous retail outlets, malls and restaurants, the sound system is controlled by the predominantly Filipino staff. Through a direct-mail incentive, Filipino employees ensured that the song was regularly played in their outlets. Within two months, “Tropa For Life” became one of the UAE’s most requested songs on the radio. Fans can also request the song at some of the country’s most popular Filipino karaoke venues.
Result
There are approximately 800,000 Filipinos in the UAE. Within 3 days of launching, the online film generated 417,000 views, 4,600 likes and over 1,700 shares on facebook alone. The daily target for product acquisition was 1,000. During the entire first month of the campaign, daily acquisition was over 2,000 (200% the intended target).