Globe awareness campaign on consumable data plans wins bronze at the 2015 PR Awards
Globe Telecom bagged a Bronze award in Best Crisis Management at this year’s PR Awards for leading the industry shift to consumable data plans using an extensive communications campaign which aimed to educate the public and its customers about responsible internet use.
As part of its customer experience roadmap, Globe embarked on a massive awareness campaign for its fair use policy as a standard global practice to ensure quality of network experience among customers. The campaign also taught customers responsible data usage and monitoring and provided them access to a better mobile internet experience with the introduction of its GoSURF data plans.
The successful introduction of GoSURF provided customers with better and more relevant mobile data plans with more affordable pricing, access to exclusive content and apps, and a more seamless and uninterrupted browsing experience. Globe spearheaded industry shift to consumable data plans following steady increase in smartphone penetration along with the demand for affordable and relevant data plans.
The success of the company’s consumable data plans helped underpin a double-digit growth in the company’s mobile data business in 2014. Mobile browsing and other data revenues reached P14.3 billion, up 23% from P11.6 billion in the previous year, accounting for 18% of total mobile service revenues and posting higher revenue contributions to overall mobile business, with growth on the back of the continuous demand for data services, popularity of data-driven products and applications, and the continuing shift among consumers to a digital lifestyle.
“We are thankful to the PR Awards for recognizing our efforts to be open and transparent with our customers as well as provide them with innovative services and experiences. This citation is a testament to our strengthened visibility in the regional telecom industry and our continued journey as a global digital brand,” said Yoly Crisanto, Senior Vice President for Corporate Communications at Globe.
Globe also received finalist citations for its #StopSPAM campaign under the Best Crisis Management category and Slipstream under the Best Sports PR campaign category at the PR Awards 2015.
The PR Awards is the premier event celebrating excellence across the public relations spectrum in Southeast Asia. From one-off stunts to long term programs, the PR Awards recognizes brands that have pushed themselves towards measurable success through sound and strategic communications.