Company: Globe Telecom
Company Description: Globe Telecom is a leading full service telecommunications company in the Philippines, serving the needs of consumers and businesses across an entire suite of products and services including mobile, fixed, broadband, data connections, internet and managed services. Its principals are Ayala Corporation and SingTel who are acknowledged industry leaders in the country and in the region.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Business-to-Business
 Nomination Title: Project Eagle 2021 - The Globe Business Thematic Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
August 27, 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 145 words used.
GENESIS The COVID pandemic put businesses on pause. People focused more on helping each other survive rather than seeking profit. As businesses adapted and started opening up again in 2021, some became more compassionate of the people around them and reevaluated what they stood for as companies. This was known as the Great Reset. Business leaders no longer looked solely at profit as the bottom line but also considered their effect on communities and the environment.
Globe Business spotted this opportunity to build deeper connections with these business leaders. Through its thematic campaign “Own Greater Tomorrows”, Globe Business helped leaders and enterprises realign their ESG metrics, rebuild their processes, and navigate the Great Reset.
Objective: Get business leaders to understand the Great Reset, integrate ESG metrics into their bottomline, and recalibrate their goals to focus on improving people’s lives as well as their companies’ profit
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
CAMPAIGN DEVELOPMENT
GLOBE COUNCIL SESSIONS The campaign started with two Globe Council sessions targeted towards the country’s top CEOs. The sessions were composed of three parts. The first part was a talk from international experts on the Great Reset and ESG. The second part ground these topics into the local context by having local CEO council members to share their thoughts on the benefits and challenges of implementing these systemic changes. The last part of the session was an open forum wherein council members discussed with both sets of experts.
LEADERSHIP INNOVATION FORUM The campaign then expanded to a larger audience with the Leadership Innovation Forum. The forum was an innovation itself as the platform made use of a digital event place where the participants could explore and listen to different speakers.
Similar to the Council Session, the speakers throughout the online forum were experts in their field and provided insights on how to implement ESG metrics and recalibrate business goals to be more purpose-oriented.
THEMATIC VIDEO The campaign culminated with the thematic video. Contrary to typical business solutions commercials, the Globe Business material focused on innovations that are profitable AND purposeful.
The video started with vignettes of businesses pre-pandemic, leading up to a dramatic pause that signified how the pandemic put a halt to exploitative, traditional business models. The tone of the video then shifts as it showcases the different Globe Business products used by client companies and how they help improve the lives of their stakeholders.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 198 words used.
BUSINESS-TO-BUSINESS APPROACHES
- Direct Client Engagements
- Virtual Events
- Digital (Campaign Video)
- Social Media (Facebook, Twitter, LinkedIn)
RESULTS
The total campaign successfully helped Philippine businesses realize the importance of purposeful profitability. The Globe Council Sessions were received positively by the CEOs, with 100% of them giving the talks a Top 2 box (extremely satisfied and satisfied) response in terms of relevance and informativeness. The Lead-In Forum had an attendance of 835 people, with 82.1% of them being team leaders (i.e. top management, mid-level executives, and managers). Moreover, 97.5% of the attendees who were surveyed said that ESG integration would impact their business, while 98.3% said that digital transformation would be crucial in achieving this integration.
The thematic video exceeded the performance of the 2020 material. It was able to garner a total of 17.7 million impressions across Facebook, YouTube, Twitter, and LinkedIn (v 11.8 million impressions of the 2020 campaign material) and 7.9 million video views. Aside from these, the material also generated 14,136 clicks on Facebook and LinkedIn. This has resulted in the campaign winning a Gold Stevie Award for Innovation in Branded Entertainment videos from the 2022 Asia-Pacific Stevie Awards.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 14 words used.
- Globe Business Brand Communications and Activations
- PublicisJimenez Basic
- Live Events and Digital Media Corp.
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