Philippine News

PLDT is first telco to receive Black Boomerang

MANILA – PLDT HOME’s digital campaign for the wireless home broandband brand PLDT HOME Bro, entitled ‘It’s Time’ bagged three boomerangs at the recent Internet and Mobile Marketing Association of the Philippines’ (IMMAP) Boomerang Awards 2014, including a black boomerang under the Outstanding Business Results category, making it the first telecommunications company to ever receive the award since it was introduced.

The brand also won a bronze Boomerang in the Effectivity Category for Effectivity in Lead Generation and a silver boomerang in the Campaigns Category for Technology & Telecommunication. 

“This is a huge honor for PLDT HOME, as we see the value of the digital space as a platform where we can engage closely with our customers.” Ariel Fermin, PLDT EVP and head of home business said. “We are firm believers in the potential of digital marketing in revolutionizing the way Filipinos communicate, and this historic win will definitely inspire us to level up our game each year.”


The ‘It’s Time’ campaign of PLDT HOME Bro combined the creative use of technology with an adept understanding of consumer behavior online.  With the insight that people tend to miss out on things due to their hectic schedules, the team created time-sensitive banner ads that display the time of day while showing potential customers the type of content they could be enjoying if they subscribe to PLDT HOME Bro. With these strategically targeted banner ads and efficient programmatic buying, the brand was able to surpass their goals of reducing the cost per lead and increasing the number of leads and actual subscriptions by a massive 1.6 million.

The Boomerang Awards is the leading digital marketing competition in the Philippines. Founded by IMMAP in 2007, it recognizes and honors the country’s best digital works through rigorous assessment of execution, strategy and effectiveness. This year, a total of 33 entries emerged victorious out of 91 finalists, from almost 200 entries submitted. 

The Boomerang 2014 awards show was held at the Samsung Hall of SM Aura, and was attended by the country’s top digital brands and agencies.

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