MANILA, AUGUST 2, 2013 – The PLDT group is taking its advanced broadband service to market with a TV-led campaign ‘Nothing Beats Fibr’ to trumpet the arrival of internet technology that allows customers to watch blockbuster movies on demand.
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Connecting homes with fibre-optic lines, the technology supports high-speed browsing and high definition downloading with speeds reaching up to 100mbps.
“We needed to tell a lot of things in one TVC so if you notice, we did a lot of things basically (to show) Fibr is the most powerful broadband. It’s a fiber-optic run system so people can experience high-speed internet,” said Greg Martin, creative director of Ace Saatchi & Saatchi, the agency behind PLDT Home’s latest campaign.
To simplify the service proposition, the agency used the analogy of a sports car powering down a road while other cars are stuck in a traffic jam to underscore the service’s high-speed promise. “It’s like a sports car on an empty highway,” added Martin.
To support the rollout and provide customers with a reason to sign up, PLDT partnered with clickplay.com, providing Fibr customers access to more than 200 movies.
“We have a partnership with Cignal, our latest innovation. Our Fibr customers can upgrade their Fibr plan so they can watch HD channels without running out on their Fibr connection,” said Greg Dujali, vice president of PLDT’s Home Data Solutions, Home Business Organization.
PLDT’s executive vice president and head of PLDT Home, Ariel Fermin, said Fibr was the result of plan drawn up years ago to build on what makes a “connected home” for customers. “We’ve drawn this plan on how a telco business (with products such as Fibr) can be instrumental in nation-building and making lives better for Filipinos. Filipinos should not be lagging behind because the rest of the world is on Fibr (mode) already.”
The technology is now available in 600 villages nation-wide and PLDT is targeting 30,000 subscribers within the year and to extend Fibr to more than 700 villages across the country.
