Gold standard: TM's victory at the 59th Anvil Awards highlights the impact of teamwork
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Globe Telecom's budget cellular service brand TM clinched a coveted Gold Anvil Award in the Marketing and Brand Communication category at the 59th Anvil Awards held on Jan. 31 for its campaign series TeaM Tayo.
The Anvil Awards, known to be the “Oscars of Public Relations,” is held annually by the Public Relations Society of the Philippines to honor the most outstanding public relations programs and tools across the industry.
The TM entry entitled Team Tayo: TM's Brand Narrative Told Through Filipino Life Stories, Fostering Teamwork in a Saturated Mobile Prepaid Market captured how TM‘s musical collaboration with popular bands The Juans and SB19 was central to communicating the master brand’s vision to be the "TeaMmate" of Filipinos in overcoming challenges for a better future.
Through mobile and Wi-Fi solutions, TM sought to alleviate worries, create opportunities, and reinforce unity through a spectrum of services both within and beyond telecommunications—from rewards, gaming, and enriching experiences to upskilling initiatives and avenues for additional income opportunities—TM stands poised to empower individuals and families across the nation.
Drawing inspiration from real-life stories, their music resonated with over 30.6 million Filipinos, amplifying connectivity and teamwork. Utilizing a PR ecosystem, the campaign generated 49 million impressions. The result was a remarkable 20% increase in acquisition, showcasing TM as every Filipino's constant support for stability, joy, and genuine teamwork in their lives.
The victory also underscored the collaborative efforts between TM and its PR agency, Ogilvy Philippines, in strategically communicating the brand narrative in a creative and innovative way, making it stand out in a saturated mobile prepaid market. The campaign’s success was made possible by the creative minds at This Side Up Manila who produced the music video, directed by King Palisoc. The campaign's captivating stunt video series was produced by KROMA Entertainment and directed by Quintin Cu-Unjieng through Secret Menu, marking a unified win for the Globe Group.
"This Anvil award is a tribute to our ka-TMs, who inspire us to offer services within & beyond telco that uplift their lives every day," said Bea Lacson Limon, TM Head. “After all, having a teammate that has your back makes confronting daily challenges more manageable for everyone. That’s why with TM, TeaM Tayo araw-araw!"
You can stream TeaM Tayo on bit.ly/tmteamtayo or visit https://www.tmtambayan.ph/ for more updates.
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Editor’s Note: This article was provided by TM Tambayan.