2022 Winner
BronzeHoliday/Seasonal Advertising
Telus
"Filipino Heritage Month"
Response Advertising
"Filipino Heritage Month"
Response Advertising
With June designated as Filipino Heritage Month in Canada, Telus looked to drive brand awareness by conveying its support for the Filipino community. Telus, with the help of Response Advertising, centred its Filipino Heritage Month campaign around the “Bayanihan spirit,” a beloved part of Filipino culture based on helping others in your community – a concept that was increasingly important during the pandemic.
The digital and social campaign depicted that the Bayanihan spirit was alive among Filipinos (through images of animals like elephants holding trunks) and was recognized by Telus as it contributed over $1.1 million to families and students in the Philippines. The success of the campaign helped set a new benchmark for future campaigns, with social ads exceeding its 2020 campaign click-through rate. From a business perspective, Telus saw more than 7% growth month-over-month.
The digital and social campaign depicted that the Bayanihan spirit was alive among Filipinos (through images of animals like elephants holding trunks) and was recognized by Telus as it contributed over $1.1 million to families and students in the Philippines. The success of the campaign helped set a new benchmark for future campaigns, with social ads exceeding its 2020 campaign click-through rate. From a business perspective, Telus saw more than 7% growth month-over-month.
Credits
Mayank ChoudharyKaren Tam
Candice Liao
Kenneth Tong
Andrea Lau
Tiffany Lai
Marc Fong
Herbert Fung
Nachiket Sant