Business

Mediaquest, Cignal TV and DDB Philippines spotlight Philippine Olympians through a powerful Fame Swap campaign

Published

6 days ago

August 9, 2024

Mediaquest, Cignal TV and DDB Philippines spotlight Philippine Olympians through a powerful Fame Swap campaign

The Philippines is embracing a new wave of support for its athletes through Cignal TV and DDB Philippines’ ‘Fame Swap’ campaign. This exciting initiative is designed to showcase and empower athletes from various sports as they compete in the Paris 2024 Olympic Games.

Public figures as media platforms

Players from the Philippine Basketball Association (PBA), the country’s premier basketball league, are trading their names for emerging athletes competing in the Paris 2024 Olympic Games.

The campaign was launched on Philippine Independence Day, featuring the names of the Philippine Olympians on the shirt warmers of Philippine Basketball Association (PBA) players and leveraged the highly contested PBA Finals series for maximum exposure. Given the wide reach of the PBA Games, the stunt quickly grew into a movement that inspired other personalities to trade their name, fame and influence for our Philippine Olympians.

Philippine Volleyball League (PVL) players bear the names of Olympic hopefuls.

Players from the Premier Volleyball League (PVL); hosts of Eat Bulagathe nation’s No. 1 variety show; and even Willie Revillame’s Want to win soon followed suit. The most followed, most beloved public figures from the sports and entertainment industries traded their names for those of their compatriots competing in the Paris 2024 Olympic Games.

More support, more chances to win

Hosts of the country’s No. 1 afternoon show, Eat Bulaga!, are using their fame to shed light on Filipino athletes.

Cignal TV, the country’s leader in pay television, strategically leveraged the best sporting events and variety entertainment shows within its universe to raise awareness of the Olympians now competing in the games.

Jane Jimenez-Basas, President & CEO of Mediaquest Holdings and Cignal TV, highlights the strategic impact of the initiative: “The move aims to maximize Mediaquest Group’s ability to create excitement for the Olympic Games and inspire all Filipinos to support our modern society. heroes.”

Sienna G. Olaso, FVP for Channels and Content Management at Cignal TV, notes the campaign’s role in fostering community support: “We maximized our strategic advantage as a leader in sports to shine a spotlight on our Olympians, and with the larger Mediaquest ecosystem of shows and programs fully supported, we expanded execution into the lifestyle and entertainment space.

Kelvin Co, Executive Creative Director at DDB Philippines, notes the success of the campaign: “We dedicate all our efforts to spotlighting Filipino athletes from all sports and invite everyone to celebrate their journey and achievements”

Willie Revillame’s latest game and public service program “Wil To Win” after a great performance of “Isandaang Taong Laban Para sa Bayan” composed by Vehnee Saturno

As the Philippines’ best athletes compete in the Paris 2024 Olympic Games, Cignal TV and DDB Philippines invite everyone to show their support. “Supporting our athletes is about celebrating their dedication and inspiring future generations,” Mr Basas added.

Join the party using the hashtag #100TaongLaban #ParaSaBayan and follow the journey through Cignal TV’s live coverage. Subscribe to Cignal TV, SatLite or Cignal Play and enjoy the action on the Pilipinas Live app to watch anywhere, on any device. For more information, visit cignal.tv/article/3050/paris-2024.

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