Paul Christian Ocampo

iWant's “Home of Filipino Feels” campaign wins at the Global Entertainment Awards

Article (news)

ABS-CBN Studios

<p>The catchy “Home of Filipino Feels” ads for iWant that have accumulated more than 15 million views across digital platforms have now won international award.</p><p>‎ABS-CBN’s streaming platform iWant won the global Best Online Advertising Campaign award under the Streaming category at the Global Entertainment Awards for its “iWant 3.0: Turning Filipino Feels into Global Subscription Growth” campaign.</p><p>The winning entry was the digital campaign behind the iWant 3.0 relaunch, built around a simple insight that Filipinos choose what to watch based on the emotion or “feels” they want to experience, from kilig and gigil to tampo and senti.</p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1774267795351IWANT ENGLISH.png" style="width:600px" class="fr-fic fr-dib"/></div><div> </div><p>Rolled out through a series of short digital ads, a brand hero film, and social media content highlighting different viewing moods, the campaign introduced the “Filipino Feels” platform to audiences in the Philippines and Filipino communities overseas.</p><p>During the campaign period, the initiative generated 141.6 million impressions and nearly one million clicks, resulting in the platform doubling its PH subscribers during the first 6 weeks of the campaign.</p><p>The campaign was developed by ABS-CBN together with advertising agency BBDO Guerrero.</p><p>The recognition from the Global Entertainment Awards highlights how the emotions behind Filipino storytelling continue to resonate with audiences both at home and around the world.</p>

<p>The catchy “Home of Filipino Feels” ads for iWant have now won international award.</p>

The catchy “Home of Filipino Feels” ads for iWant have now won international award.