MANILA, PHILIPPINES — The Philippines is embracing a new wave of support for its athletes through the “Fame Swap” campaign by Cignal TV and DDB Philippines. This exciting initiative is designed to highlight and uplift athletes from different sports as they compete at the Olympic Games Paris 2024.
Public figures as media platforms
The campaign launched on Philippine Independence Day, with Filipino Olympians’ names on Philippine Basketball Association (PBA) players’ shirt warmers and leveraged the highly-contested PBA Finals series for maximum exposure. Given the wide reach of the PBA Games, the stunt quickly snowballed into a movement that inspired other personalities to swap their names, fame, and influence for our Filipino Olympians.
Premier Volleyball League (PVL) players, hosts from Eat Bulaga, the country’s #1 noontime variety show, and even Willie Revillame’s Wil to Win soon followed suit. The most followed, most loved public figures in sports and entertainment industries swapped their names for those of their fellow countrymen competing at the Olympic Games Paris 2024.
More support, more chances of winning
Cignal TV, the country’s leader in Pay TV, strategically utilized the top sports properties and entertainment variety shows within its universe to bolster awareness for the Olympians now competing at the games.
Jane Jimenez-Basas, President & CEO of Mediaquest Holdings and Cignal TV, highlighted the initiative’s strategic impact: “The movement aims to maximize the ability of the Mediaquest Group in creating excitement for the Olympic Games and inspiring all Filipinos to support our modern-day heroes.”
Sienna G. Olaso, FVP for Channels and Content Management at Cignal TV, brought up the campaign’s role in fostering community support: “We maximized our strategic advantage as the leader in sports to shine the spotlight on our Olympians, and with the bigger Mediaquest ecosystem of shows and programs in full support, we’ve extended the execution towards the lifestyle and entertainment space.”
Kelvin Co, Executive Creative Director at DDB Philippines, noted the campaign’s success: “We’re dedicating all our efforts to highlight Filipino athletes from all sports and invite everyone to celebrate their journey and accomplishments”
As the Philippines’ best athletes compete at the Olympic Games Paris 2024, Cignal TV and DDB Philippines invite everyone to show their support. “Backing our athletes is about celebrating their dedication and inspiring future generations,” Jane added.
Join the celebration using the hashtags #100TaongLaban and #ParaSaBayan and follow the journey through Cignal TV’s live coverage. For more information, click here.
Credits:
Client: Cignal
Jane J. Basas, Mediaquest Holdings President & CEO
Sienna G. Olaso, Cignal TV FVP for Channels and Content Management
James Meneses, Cignal TV AVP & Head of Channel and Content Marketing
Miguel S. Vea, Cignal TV AVP & Head of Sports Business Development
Rissa Guilas, Cignal TV AVP & Head of Channel Management and Programming
Paulo Fernandez, Cignal TV Channel and Content Sr. Marketing Manager
AJ Bolando, Cignal TV Channel and Content Marketing Manager
Joshua Buenaventura, Cignal TV Content Marketing Supervisor
Agency: DDB Philippines
John Lucas, Chief Growth Officer
Anna Chua-Norbert, Chief Culture Officer, Managing Director
Diane Capile, Business Unit Director
Farveh Arabpour, Senior Account Manager
Gabby Jimenez, Account Manager
Danielle Guizano, Account Manager
Kurt Dueñas, Senior Account Director
Kelvin Co, Executive Creative Director
Sarah de Joya, Executive Creative Director
Min Roldan, Creative Director
Al Gonzaga, Associate Creative Director
Marc Flores, Copywriter
Erron Torres, Art Director
Orlan Codamos, Art Director
Ami Dela Cruz, Art Director
