Globe: Prepaid Go+99 – must-haves and plus-haves for the evolving Gen Z essentials

Globe Telecom adjusted its flagship product, Go+99, strategically positioning it as a data package to drive value, better serve its Filipino prepaid audience, and increase Go+99 freebies registrations, SKU revenue and voucher pull.

Campaign details

Agency: Publicis JimenezBasicRegion: APAC

Strategy

Objectives

2020 and 2021 accelerated broad digital adoption among the Filipino youth as data became a new way to satisfy their evolving needs amidst pandemic restrictions and a tough socio-economic climate. For Gen-Z Filipinos digital became essential for school, socializing, eating, and entertainment.

But come 2022, data was no longer enough. Young people needed help not only to stay connected but to start rebuilding their lives post pandemic. They needed real world help aside from their deeper connectivity.

Globe Telecom saw it as an opportunity to drive value and better...

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