Lola Techie: A case of creativity that drives business results
From being an Internet celebrity, Lola Techie, the ageless grandmother teaching her grandson the wonders of the Internet, has become an award-winning personality.
Bayan Telecommunications' Lola Techie campaign for its DSL service recently garnered recognition for its funny and catchy depiction of a silver-haired Internet surfer while helping propel double digit revenue growth for Bayan's DSL business for the year.
In the recent Araw Awards held at the conclusion of the 21st Advertising Congress in Subic Bay, the Lola Techie campaign garnered four (4) Gold medals for its integrated campaign using TV, print, outdoor and for its viral video campaign. The campaign likewise garnered the Best in Medium in Digital, the highest award for any campaign, for its effective use of the social networking sites to create buzz for the campaign and the brand.
Lola Techie's fame has also reached global status. In the 2009 Digital Media Awards held in Beijing, the preeminent awards giving body for digital campaigns globally, the Lola Techie campaign also garnered a Gold Award.
The campaign is a partnership between Bayan Telecommunications, its creative agency BBDO Guerrero/Proximity Philippines and PR agency Geiser Maclang Communications.
Fred Bernardo, Managing Director of Bayan Telecommunications said: "We are extremely pleased with the acclaim locally and globally for Lola Techie and for Bayan Telecommunications. The success of the campaign is a reflection of creativity that drives business results, by driving a 45% growth in our DSL subscriptions for 2009."
Bayan Vice President for Marketing Jojo De Jesus reiterated: "The success of the campaign underscores the ability of Bayan to create impactful campaigns that resonate to the consumer and effectively compete against other deep-pocketed industry players. Lola Techie exemplifies our brand values of simplicity and ease of use of our service and consumers have responded very positively to our proposition".
The campaign has been hailed as the first effective "through-the-line" campaign by integrating seamlessly traditional media like TV, print, outdoor and PR with Internet media like social networking sites.
Beyond the TV commercial which showed Lola Techie using the Internet to connect with her grandson or playing her favorite on-line game, the campaign featured a Facebook fan page which has drawn more than 100,000 fans and 5,000 friends with an average of 250 interactions a day. Lola Techie also has accounts in other major social networking sites, and has amassed almost 4,500 followers in Multiply, 3,000 in Twitter and 2,000 in Plurk.
The campaign was supported by a corporate social responsibility (CSR) component called Teach Lola, where young people were trained how to teach their grandparents how to use the Internet. Bayan developed a website www.teachlola.com and organized Teach Lola sessions last September to coincide with Grandparents day in major malls to support the initiative.
Bayan Vice President for Corporate Brand and Communications John Rojo said: "Apart from supporting the business objective of growing our DSL subscriptions, the campaign also surpassed our objective of leveraging on the Lola Techie campaign to build Bayan as a brand that engages and listens to customers while creating opportunities for real conversations with the consumer."