Manila Electric Company, Pasig City, Philippines: Meralco's Spectrum on solar rooftop installation

Company: Manila Electric Company, Pasig City, Philippines
Company Description: Meralco is the largest private sector electric distribution utility company in the Philippines with 119 years of energy expertise. It is also a home of innovation, dynamism and customer centricity. One of its subsidiaries, Bayad, is the country's pioneer and leader in the Outsourced Payment Collection Industry, offering the public a reliable and convenient bills payments.
Nomination Category: Video Categories
Nomination Sub Category: Sustainability & Environment
2023 Stevie Winner Nomination Title: Meralco's Spectrum on solar rooftop installation
  1. Date this production was first released/publicly viewed:

    The video material was posted organically on Spectrum's Facebook page on Nov. 9, 2021, and was boosted on Feb. 2 to March 1, 2022.

  2. Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

    Total 193 words used.

    Meralco’s Spectrum, a renewable energy company that offers end-to-end solar solutions to its customers, is advocating the use of solar energy as an alternative and sustainable energy source. In its efforts to increase brand awareness and promote its advocacy towards sustainability, the company implemented a digital and social media campaign.

    This campaign featured award-winning environmental advocate, Illac Diaz, a social entrepreneur and the founder of Liter of Light. He embodies Spectrum’s customer persona—a family man who advocates for creative and eco-friendly ways to support his family by reducing their expenses through lower electricity bill. We also leveraged the campaign to educate our audience about the benefits of solar energy.

    Spectrum developed tailor-fit video content on Facebook where its target audience are mostly present. By strategically scheduling the campaign from February to March 2023, we capitalized on prevailing research trends and effectively expanded the campaign’s reach.

    Creative storytelling, precise media targeting, and strategic timing led to surpassing the set KPIs. The video achieved nearly 7M impressions (420% above target), 615k reach (138% up), and 484k views. [REDACTED FOR PUBLICATION]

  3. Provide the applicable creative and production credits for this entry:

    This project wouldn't be possible without the help of the following creative, hardworking and dedicated teams:

    1. Red Balloon Productions for the creative execution and video production
    2. Starcom Mediavest, Inc. for the persona’s media habits, strategic media plan and execution
    3. MSpectrum, Inc
    4. Meralco marketing team
Attachments/Videos/Links:
Meralco's Spectrum on solar rooftop installation
PDF THE_GIFT_THAT_KEEPS_ON_GIVING.pdf
URL Life, Love and Saving the Planet while Saving Money