The catchy “Home of Filipino Feels” ads for iWant that have accumulated more than 15 million views across digital platforms have now won international award.
ABS-CBN’s streaming platform iWant won the global Best Online Advertising Campaign award under the Streaming category at the Global Entertainment Awards for its “iWant 3.0: Turning Filipino Feels into Global Subscription Growth” campaign.
The winning entry was the digital campaign behind the iWant 3.0 relaunch, built around a simple insight that Filipinos choose what to watch based on the emotion or “feels” they want to experience, from kilig and gigil to tampo and senti.
Rolled out through a series of short digital ads, a brand hero film, and social media content highlighting different viewing moods, the campaign introduced the “Filipino Feels” platform to audiences in the Philippines and Filipino communities overseas.
During the campaign period, the initiative generated 141.6 million impressions and nearly one million clicks, resulting in the platform doubling its PH subscribers during the first 6 weeks of the campaign.
The campaign was developed by ABS-CBN together with advertising agency BBDO Guerrero.
The recognition from the Global Entertainment Awards highlights how the emotions behind Filipino storytelling continue to resonate with audiences both at home and around the world.