Ever since the lockdown was implemented in the country, Baguio city has been known to strictly and consistently implement the guidelines and precautionary measures to stop the COVID-19 virus from spreading. The mayor, being a former military official, also created their own city-wide directives which resulted to minimal positive cases.

So how do you launch a nationwide promo campaign considering all restrictions? Think that there is no box. 

The mindset is to adapt to the “new normal”.

The idea to launch the Go50 is to surprise our subscribers early morning of June 16, that when they go out from their homes, they will see our promos plastered in every touchpoint they will visit. But team Baguio, with the many restrictions, thought of a different approach to mount the nationwide campaign. Thinking that majority of the citizens of Baguio are still locked in the comfort of their homes, why not deliver the “news” instead?

A day before the launch, a virtual meeting was being conducted with team Baguio represented by Tuy (TSH) with the country manager of Food Panda as our online partner to deliver and carry our products. It was a timely meeting that both parties agreed to launch our partnership and the new Globe Prepaid Go50. What happens next? With Food Panda’s 500 delivery  workforce, Baguio was painted blue and pink. 

On June 16, the short launching ceremony was conducted in front of the Food Panda office. Merchandising and booth set up were also installed in strategic locations around the city. Walking billboards got long stares among passersby along Session Road.

Driving along the CBD and other areas of the city, you will see motorcycles with pink boxes that carried the flag of the small Panda and Go50. 

To further highlight our awareness campaign, an internal contest was also created for the delivery personnel, wherein they were asked to post their best photos and hashtags in their own social media accounts. The post with the most likes, the most creative hashtags and photo, win prizes. What is more exciting is the online contest created for all Food Panda users and would-be customers. Customers who load Go50 and download the FoodPanda App wins P100 worth of voucher.

The success of the launch created a deeper partnership as both parties have already planned future projects that will entice both Globe and Food Panda followers to be more loyal to both companies.

Thank you to team Baguio (Butch, Tuy, Angel, and Mike), NLWEST FSO team, and to the strong force of Amianan partners – TMM/CM (Karlo, JD, Ralph, Jim, Gio, and George) for making the launch successful.

The event proved that indeed, we can do things beyond the normal, we can achieve more if we do not put boundaries… just think that there is “no box”. 

On the other side of the region, the launch was also equally successful in Central Luzon and NLEAST. Beyond the box executions were also mounted which generated buzz in their respective areas. Flash mob dancers, out of the extraordinary booth set up to attract more attention, online boosting, and recorida to name a few.

Congratulations TEAM NCL CLUSTER1!

Flash mob executions

Recorida executions

Booth setups

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About our ICONtributor

Jaime Mendoza is happily married for 19 years and a loving father of three hyperactive children. Friends and colleagues describe him as "kalog”, "kenkoy" and a natural comedian, but when it comes to work, he takes it seriously. 

Part of Jaime's personal goals includes sharing and imparting acquired knowledge to subordinates, colleagues and to anyone who needs his help.

Jaime is the new Regional Sales Head of North Luzon West (CSales).