MANILA – This past October, we woke up to a cute 90-minute video shared online that seeks to teach guys how to deal with that very important question that has confounded generations: how to go from the Friendzone to the Bae-Zone.
Viewers recognize the characters and the situation from the B’lue TVC wherein a guy drinks B’lue and suddenly, he goes from being just a friend to a bae. This is what #bluefeelslike.
Inspired by the work done by 7AD with the TVC and the subsequent overwhelming public response, the client approached Havas Ortega to further push the whole story digitally. Business Unit Director Janlo Cui explains: “Our social and creative team then came up with the idea for an online series that would provide the different steps to get to the bae-zone.”
We’ve seen the turning point of Tonini’s relationship with erstwhile friend Adela. In this prequel, composed of 4 episodes, B’lue will provide tips for guys and girls who may be in the same situation.
Every Tuesday, viewers were then able to see a new phase in the blossoming relationship between friends would surely lead to the next level. Online feedback from the episodes has been overwhelmingly positive. Fans who are in the same situation take note and are already excited to see the next episode to get more tips; fans who are in relationships affirm that the advice is effective and worked for their own situations.
Niko Valerio, Senior Account Manager, says we can look forward to videos that show: How to make online paramdam, Doing stuff together and Say what you really feel—all working towards the goal of entering the bae-zone.
Chairman and CEO Jos Ortega emphasizes the importance of qualitative research in knowing your audience: “The Havas Ortega Filipino Millennial Study helped us greatly in gaining a very good understanding of our target market for B’lue. This has ensured that we have a pulse on the millennials and our successful campaigns are testament to this. Add to that, our expertise in strategy, that ensures our videos are seen by more members of the target market.”
Episode 2 sprung a surprise on us by having new crush ng bayan Adela share her own tip. You may see the rest of the episodes in the unfolding kilig story of how Tonini went from friendzone to bae-zone on the B’lue Facebook page.
