Turning the internet into a tool for reinvention — Marielle Nones

As the world evolved and it was time to go into 2021, the leading telco in the country decided it won’t go back to how it was before.

The pandemic has left a lot of Filipinos feeling stuck and unproductive. The internet, though essential, was seen as nothing more than an escape. With BlackPink as an endorser, we started the year with a challenge: To Reinvent The World.

60 million views and counting

Globe launched the Reinvent Your World campaign with a pop group that proved to the world that reinvention can lead to opportunities you never thought possible - BlackPink. They starred in a music video that not only sang about reinventing one’s world but showed how technology could help one do so.

On the day the music video was launched, we reinvented was the brand’s logo, teasing the idea of a reinvented globe for 2021.

We patterned our launch to how our endorsers would hype their new albums.

The brand’s logo changed across all media channels, the change was big and bold and announced via out of home countdowns and a drone show.

The livestream also gave away tickets to BlackPink’s online concert as well as free globe data to any subscriber tuned in using Globe.

We also suggested different things they can reinvent everyday.

Influencers started encouraging followers to go beyond watching the BlackPink music video and actually committing to reinventing their year in a small way.

Millions of Filipinos started sharing their stories and plans of reinvention all over social media - from tweets, to Tiktoks, to Instagram stories, to using exclusive Globe Reinvention stickers on Viber.

Everything lead to a microsite where they could learn how to reinvent themselves

In it were various events, online talks and challenges anyone can use to push themselves to reinvent their style, music, gaming, learning and more.

BLINKs were rewarded with special merch whenever they reinvented.

Globe made sure of it by rewarding Filipinos who interacted with the campaign with exclusive Globe x BlackPink merchandise and access to special events. Consumers could win plush toys inspired by the virtual reality creatures featured in the music video, limited edition modems, BlackPink photo cards, Globe reinvention boxes, and tickets to BlackPink’s first-ever online concert and a BlackPink fan meet.

Digital OOH/Social Ads that reinvent