An Integrated Marketing Communications Campaign For Globe Prepaid Project Virtual Hangouts

• Main Authors: Buenaventura, Faith P., Cuevas, Nicolle Bernadette S., Lacuna, Dominique Ann Philomena V., Ng, Danielle Renee B.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Integrated Marketing Communications Campaign Advertising Campaign; Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etdb_market/1; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1011&context=etdb_market
• Institution: De La Salle University

The proposed campaign aims to raise awareness for Virtual Hangouts as an interactive platform that offers countless exclusive passion-based experiences. The campaign also intends to drive participation for Virtual Hangouts events through its pillars: GoJAM, GoKOREAN, GoHUSTLE, GoESPORTS, and GoWATCH. With this, the proposed target market is Filipino male and female belonging to the Generation Z, aged 18 to 22 years old, under Social Economic Class (SEC) Lower B and Upper C, residing in Metro Manila. The campaign centers on the tagline “Tara G!” for this encapsulates the spirit of these purposive creators, willing to do something fun or unusual, even through online means.