PHILIPPINES, APRIL 2011 – Two of the country’s Internet service providers rev up in the speed race as SkyCable’s Sky Broadband 5Mbps campaign goes neck and neck with Sun Cellular’s Sun Broadband TVC.
Neuron/Campaigns & Grey take the notion of slow buffering and download speed in its Matrix-style bullet time “Stop Motion” TV commercial for Sun Broadband, which started airing in February 2011.
Speed coupled with consistency is portrayed in this 30’s ad, where buffering when downloading musical content becomes an issue. “The TVC aims to portray that one can enjoy a digital musical experience uninterrupted with Sun Broadband, the communications solution for the new mobile lifestyle,” says the agency. “It does not over promise, unlike competitors in the market who tend to oversell and fall short on customers’ expectations.”
Sky Broadband’s “Ready for life at 5mbps?” campaign launched in late March by BBDO Guererro/Proximity Philippines, on the other hand, capitalizes on giving the consumers a feel of life on an exceptionally fast rate.
Three humorous 15-second TVC’s ask the viewers if they are ready to experience the incredible speed of their internet service as demanded by the current lifestyle.
“Fastfood” depicts the express service of a fastfood delivery service where the food is placed beside the customer instantly as he orders, “Baby” shows a surprised husband as his wife tells him that she is pregnant and immediately gives birth, while “Courtship” flings a bachelor into a shotgun-marriage seconds after introducing himself to a lady in the elevator.
Sky offers 5Mbps at P999 for 15 GB usage, which can be topped up at P100 for 1GB valid for 30 days. The campaign includes a usage calculator at the website lifeat5mpbs.com.
At P999, Sky Broadband pricing is similar to its competitors but five times faster. “Speed is always the first consideration regular internet users attribute to a ‘good ISP’ and higher speeds will always be appealing but if cost will be high, consumers will settle for the acceptable speed,” according to Sky Broadband’s press briefing. “Offering superior speeds alone will not guarantee subscription or switching. An affordable price will.”
Though both providers aim to increase subscriptions, a difference on their market positioning draws a border between the two. Sun sells its speed backed up by the trust of its clients that the service will consistently be available anytime and anywhere; Sky presents faster Internet at an affordable price.
Can these brands outrun each other in the broadband race? No manipulation can cheat the test of time.
SUN BROADBAND “STOP MOTION” CREDITS
Client: Digitel Mobile Philippines
Campaign: Sun Broadband ‘Stop Motion’
Agency: Neuron/Campaigns & Grey Philippines
Accounts: Boboy Consunji, Donny Dingcong, Hanna Diaz
Creative: Jun Ureta, Mags Sandoval, Ben Obed
Producer: Krischelo Delgado
Production House: Provill
Director: Adrian Calumpang
Post: Roadrunner
SKY BROADBAND “BABY”, “COURTSHIP”, “FASTFOOD” CREDITS
Client: SkyCable, Inc.
Agency: BBDO Guerrero/Proximity Philippines
Chief Creative Officer: David Guerrero,
Executive Creative Directors: Brandie Tan, Tin Sanchez
Creative Director/Copywriter: Pia Roxas-Ocampo
Art Directors: JP Palileo, Corey Cruz, Sugar Perez
Account Director: Ombet Traspe
Account Manager: Eric Oandasan
Producer: Idda Aguilar
Production house: Revolver
Executive Producer: Millette Sotto
Director: Joel Limchoc
DOP: Larry Manda
Production Designer: Mitoy Sta. Ana
Offline Editor: Jose Asuzena
Post house: Postmanila
Online Artist: BJ Mendiola
