MANILA, PHILIPPINES — Cellular service brand TM‘s “TeaM Tayo” music campaign clinched a coveted Gold Anvil Award in the Marketing and Brand Communication category at the 59th Anvil Awards held last January 31.
The Anvil Awards, known as 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.
TM’s entry titled “Team Tayo: TM’s Brand Narrative Told Through Filipino Life Stories, Fostering Teamwork in a Saturated Mobile Prepaid Market” captured how TM‘s Team Tayo Musical Series, in collaboration with popular bands The Juans and SB19, was central to communicating the brand’s vision to be the “TeaMmate” of Filipinos in overcoming challenges for a better future.
Through mobile and WiFi 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 nationwide.
Drawing inspiration from real-life stories, the 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 creatively and innovatively, 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 and beyond telco that uplift their lives daily,” 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!”
