Globe at Home, a leading internet service provider in the Philippines, wanted to demonstrate the power of its home prepaid fiber internet service in a way that would stand out from the usual clutter of internet services advertising online. They gathered four of the country’s most popular influencers and content creators and branded them as Pamilya Kaya (The Family that Can) and had them live inside a billboard fashioned to look like a typical Filipino household.
Every night for one week the family would come together to do a variety show that people on-ground can watch in person or view online as its streamed live. In these shows, the Pamilya Kaya members attempted to do different challenges inspired by common internet use cases of Filipino families. Mommy Kaya would do online live selling, Daddy Kaya would stream movies on the TV, Kuya (brother) Kaya would play online games, and Ate (sister) Kaya would go live on social media.
By having the members of Pamilya Kaya do all these activities together, the activation became a unique demonstration GFiber Prepaid’s fast and reliable internet connection and a testament to how a strong connection lets every member of the Filipino family achieve their individual goals.
GFiber Prepaid Pamilya Kaya Live case video
GFiber Pamilya Kaya Live case board
Awards and Recognitions:
Creative Guild of the Philippines Kidlat Awards
Bronze
Creativity in Entertainment: Audio-Visual Branded Content
Bronze
Creativity in Entertainment: Audio-Visual Branded Content
