Publicis JimenezBasic’s #TodayIWill for Globe Prepaid leaves positive trails online

THE PHILIPPINES, NOVEMBER 9, 2011: Publicis JimenezBasic’s new campaign, “Today I Will” for Globe Telecom, has been gaining online attention since its launch on November 5. Deviating from the look and feel of the previous series of Globe ads, the new campaign is hip, young and empowering, without a single mobile phone in sight.

 

 

“Today, we define what we are. And today, we redefine what is. Because we see things differently. We communicate with a new language. We face old problems with new solutions. Today is our day. And whatever we want to do, today, we will,” goes the post on the Globe blog. 

 

The campaign features the tagline “go lang nang go” to emphasize believing in one’s self, breaking free from restrictions and celebrating freedom, and achieving personal goals.

 

Netizens, including celebrities, have tweeted and blogged about their promises of “Today I Will” and commended the positivity of the campaign. Even Anne Curtis, who one of the most prominent celebrity endorsers of Smart Communications, tweeted – Today I will let go and let God – that can be interpreted as a response to the campaign. The tweet has since been removed from the actress’s timeline. 

 

A few tweets also used the campaign to promote rival network Smart’s Netphone by complaining about Globe’s services using the hashtag. It remains to be seen, however, if the campaign’s online traction will also translate to business results, though it establishes the image-changing power of the soft sell.