Espousing Filipino values. PLDT HOME was honored in the recent Araw Awards for their family-oriented “Project Evolution” and “Ask Diego” campaigns. In photo are PLDT EVP and head of HOME business Ariel Fermin (left) and PLDT VP and head of HOME marketing Gary Dujali (right). PLDT HOME was given tribute in this year’s Araw Awards with its successful “Project Evolution” and “Ask Diego” campaigns under the PLDT HOME Telpad and PLDT HOME DSL brands, respectively. Both won awards under the Branded Communications: Responsible Parenting category.
PLDT HOME Telpad’s Project Evolution campaign marries PLDT HOME’s most trusted communication services with the most trusted voice in the home, the voice of mom. In the same way that mom’s voice is there through thick and thin, PLDT HOME’s voice communication services aim to be there through the Filipino family’s needs through the years. PLDT HOME DSL’s Ask Diego campaign creates a story about seven-year-old Diego reaching out to help people by giving advice online with the help of his family. This shows how a reliable, family-sized broadband connection can create stronger emotional connections not just with the family, but with the whole world.Alongside these achievements is PLDT HOME’s status as leading fixed broadband with a 70 percent market share, three times bigger than the nearest competitor, at the end of the third quarter of 2014. It has remained the preferred broadband provider in the country with consistent double-digit increases in broadband subscribers, bringing its total broadband subscriber base to nearly one million and reflecting the impact that its services have on Filipino families and homes.
“It’s truly an honor to be recognized by the esteemed Araw Awards alongside other reputable companies which all give importance to promoting Filipino values,” PLDT executive vice president and head of HOME business Ariel Fermin said. “This inspires PLDT HOME to further deliver its commitment of benefiting Filipino families and homes by keeping them at the heart of our services and innovations.”
The Araw Awards is an award-giving body dedicated to values in advertising and marketing communications. This reflects the social responsibility of the multi-sector industry through the promotion of positive values and basic ideals of the rich Filipino cultural heritage such as family unit, national pride, respect for elders, relationship with God, and others.
The Araw Awards 2014 generated a total of 387 entries, and the winning entries were awarded at the Dolphy Theatre of ABS-CBN. The ceremony was graced by the country’s top advertisers, agencies, and celebrities.