In a country fueled by heavy social media use like the Philippines, an authentic connection with oneâs audience is a must. With this, celebrity endorsements have proven a most effective way for brands to make the most dynamic connections possible.
At the height of the pandemic, social media became everyoneâs escape from reality. Many turned to K-Dramas and K-Pop music as sources of comfortâbecoming the everyday trending topics on social media.
Yet despite COVID-19 closing cinemas and live events, one group thrived amidst all uncertainty: BTS. TIMEâs Entertainer of the Year 2020 scored a handful of No. 1 hits, expanding their fan base from regional to global and reaching record heights.
âWhat made BTS the worldâs no. 1 is their relatability,â said Demai Granali, founder of the BTS fan page ARMY Connect Philippines. âBTS managed to be the âshining lightâ for their millions of fans, whom they felt were having a much harder time than them.â
Using social media as their medium to communicate with their fans known as ARMY, the 21st century pop icons were able to cement their status as the worldâs biggest and most influential band in no time.
CREATING IMPACT
During the height of the lockdown in 2020, BTS captured the attention of telco giant Smart Communications Inc. (Smart).
Smart had been trying to tap the band for quite some time but couldnât seem to find the right channel to do so.
So the brand turned to PUBLICITYASIA, the top PR agency in the Philippines known for its high-profile work in celebrity marketing and endorsement deals.
PUBLICITYASIA was tasked by Smart to do what has never been done before: secure BTSâ first commercial endorsement in the Philippines.
âWe wanted to create an inspirational campaign that would resonate to the younger generation,â explained Jane Jimenez Basas, the former Head of Smartâs Consumer Wireless Business and now CEO/President of MediaQuest Holdings.
âSmart needed the right ambassadors who can help deliver the message; and we knew there was only one act capable of doing just that.â
DYNAMITE DEAL
âNegotiations took place for several months. BTS has become so big that at one point, we nearly lost the deal. But we kept pursuing. Never letting go of our passion to get the contract closed,â says Basas.
âOur agency PUBLICITYASIA was instrumental in closing the deal for Smart. They delivered the impossible.â
The campaign âSmart + BTS: Live Your Passion with Purposeâ was announced on Jan. 18, 2021. It went on to become the biggest celebrity endorsement deal in the history of Philippine advertising â a feat that will be hard to beat in years to come.
MAKING THE CONNECTION
Celebrity acquisition requires high-level, professional negotiation skills. With PUBLICITYASIAâs vast experience in dealing with the worldâs biggest celebrities, the agency consistently manages to bridge the gapâmaking Filipino brands and fans experience the exclusivity and indispensable value of these
international stars bring to each campaign.
âA partnership with a world-renowned individual or group is the most impactful way to reach the brand's target audience,â says Joyce A. Ramirez, Lead PR and Head of Celebrity Acquisition at PUBLICITYASIA.
Following the headline-grabbing news that Smart has sealed a partnership with BTS, the agency would go on to launch other high-profile celebrities for the brand, including Captain America star Chris Evans and fourth generation K-Pop idols TOMORROW X TOGETHER (TXT).
STELLAR TRACK RECORD
âI think what sets us apart is our expertise in connecting the worldâs biggest stars to local brands,â said Ramirez.
Prior to BTS, the agency also closed One Directionâs first commercial gig at the peak of their global popularity back in 2012.
Ramirez continued: âWeâre very fortunate to have closed brand endorsement deals with 2 of the biggest boy bands in modern pop history.â
âNo other Philippine agency has pioneered and mastered celebrity acquisition, branding, and pairing the way we do it.â
For PUBLICITYASIA, it is always a matter of making the impossible, possible.
Check out their body of work at https://publicityasia.com/