Filipinos are no strangers to unreliable internet — and even more skeptical of local providers. So to earn their trust, GFiber Prepaid had to do more than make a promise. It had to prove it.
The Idea
We turned a billboard into a house — and a reality show.
Pamilya Kaya LIVE! was a 7-day livestreamed sitcom-inspired show featuring a family of KOLs who lived inside a fully functioning billboard house installed at one of the busiest malls in the Philippines. The twist? They had to accomplish their daily digital challenges using nothing but GFiber’s P299 (US$5.40) prepaid internet.
Each day, the family took on high-bandwidth tasks to push the product to its limits — all streamed live on Facebook and viewable in real-time by on-site audiences.
The cast:
Neri Naig as Mommy Kaya – Sold 299 items via livestreaming
Teddy Corpuz as Daddy Kaya – Reacted to 299 movies and shows
Raymond Mabute as Kuya Kaya – Won 299 rounds of online gaming
Lottie Bie as Ate Kaya – Matched with 299 people on dating apps
The Objective
Get madiskarteng Filipino families to try GFiber Prepaid by showing how this affordable, high-quality internet opens up real possibilities.
The Result
2 million average daily viewers
Over 10 million daily impressions across 7 days
Extensive amplification via Globe at Home and each KOL’s social media
Recognitions
Sabre Awards - Gold in Technology - Communication
Kidlat Awards - Bronze in Brand Experience
Kidlat Awards - Bronze in Brand Experience