PHILIPPINES, FEBRUARY 3, 2011 – The new Globe Tattoo campaign by Harrison Communications features three hip personalities representing three Tattoo broadband services. Coach Rio de la Cruz is the endorser for Globe Tattoo’s unlimited surfing feature, tattoo artist and techno-goth musician Sarah Gaugler for Globe Tattoo Super Stick, and cosplayer Alodia Gosiengfiao for Globe Tattoo’s surf and text offer.
“Harrison’s new Tattoo ‘No limits’ campaign was inspired by real people who have become great in their own right as they express, optimize, and share their passions through the power of the internet,” said Harrison’s Jello Tan-Goloy, who handles accounts for the campaign.
Coach Rio runs a popular personal site, runrio.com, while Gaugler and Gosiengfiao first amassed a following on their deviantART accounts.
The brand is known for its ultra-sleek, futuristic look that appeals to its young market. But it will take more than fresh faces and special effects to pull up the product. In the competitive internet and broadband scene, Globe Tattoo is among the most complained about of usb internet providers. The same grievances flooded the comments section when Coach Rio’s advertisement was posted on a personal YouTube channel, especially with complaints about the 800 mb broadband cap. In the uproar over a proposed mandate to have broadband caps on internet downloads, the spot attracted more dislikes than likes.
“As for the people who have expressed their like or dislike for the campaign online, that’s the power of the internet at work! Putting these comments aside though, we are delighted that the sales for the Tattoo SuperStick has skyrocketed since the airing of the campaign.” said Tan-Goloy.
The latest TVC featuring Alodia is by far the most popular with more than 6,000 Facebook likes upon upload, and 15,000 views on YouTube within three days of its launch. Fans of Alodia gush that her commercial is the best Globe Tattoo commercial they have ever seen. Despite the obvious fan bias, the cosplayer’s fresh face seems set to leave a lasting impression on this generation, though the "Are you one of us?" TVC nearly 10 years ago for the now-defunct GenTXT loyalty card remains the pop culture standard, even in this YouTube age.
CREDITS
Client: Globe
Agency: Harrison Communications
Concept Team: Alex Arellano/Randy Tiempo/Mark Pahate
Accounts: Jello Tan-Goloy/Maricel Pangilinan-Arenas
Production House: Pabrika/Underground Logic
CG: Jose Ticsay
Director: Stephen Ngo
Make-up: Jing Monis
