2016 Winners & Shortlists

Brief Explanation

Using the above insight, a holistic campaign launched du's Filipino Bundle, a plan that is tailored to help Filipino's stay in touch with friends and family through unlimited chat, free calls and free SMS.

The Campaign

With 84% of its population being expatriates, the UAE is a melting pot of different cultures. People of varying nationalities work together during the week and on the weekend they join their respective communities. Except for the Filipino's. Whether its at work or at home, lunch or dinner, weekends or holidays, summer or winter, Filipino's are always seen grouped together. This "wolf-pack" mentality is linked to the "tropa" (Tagalog for "troop") culture, which makes Filipino's stick together not only because it gives them a sense of being close to home but also because a tropa will always be your closest friends for life.

Creative Execution

Maintaining authenticity was crucial for every part of the campaign, which began with a film shot by a Filipino director, set in one of the community's most popular hangouts in the UAE, the Satwa Basketball Court. Amplifying the story is the music used in the film - 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 comedic 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. 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. There are approximately 800,000 Filipino's in the UAE. Within 3 days of launching, the online film generated 417,000 views, 4600 likes and over 1700 shares on Facebook alone. The daily target for product acquisition was 1000. During the entire first month of the campaign, daily acquisition was over 2000 (200% the intended target).