Globe Telecom threads its corporate social responsibility efforts, corporate culture and branding activities together in a company-wide initiative dubbed Project Wonderful.
The company was prompted to launch the project during the aftermath of Typhoon Yolanda when Globe took part with relief efforts via Bangon Pinoy. The CSR effort was later organized and expanded into three “pillars” – namely, “nation-building” for CSR, “culture-building” for creating a customer-centric organizational culture and “brand building.”
The telco kicks off the official launch of Project Wonderful with a colorful 47-second spot now airing on national TV, created by UK-based creative agency Heavenly and Publicis Manila.
The video ends with the copy “Creating a Wonderful World,” which Marketing confirmed is Globe’s new brand catchphrase that actually speaks more about what the telco stands for than a mere ploy for name recall.
In addition to Bangon Pinoy, the nation-building pillar will oversee programs that will rebuild homes and schools and provide livelihood opportunities especially for families and people affected by natural disasters. “We are in it for the long haul, together with our partners and employees, who share our advocacy and spirit of volunteerism,” Globe Telecom CEO Ernest Cu said.
Cu stressed that an active role in nation building starts within the company. Specific projects were not disclosed but under the culture-building pillar, Globe plans to cultivate customer-centric organization “fueled by a common passion to help and live a culture of service guided by its renewed mission, vision, and values.”
Under brand-building, the telco plans to create products and services guided by four ideas, which are customized and personalized offers, services to help live the digital lifestyle a stronger and faster network and a rewarding Globe experience.
“Project Wonderful endeavors to make a difference in the lives of our consumers, employees, and Filipinos in general by helping them create a wonderful world where everything is getting better everyday, from a nation that will continue to rise above challenges, an organization that makes service delivery as ultimate differentiator, to a brand that makes an impact to the lives of customers. This is journey of Globe, and we enjoin our subscribers and the rest of the country to be part of it,” Cu concludes.
Globe ends 2013 with total revenues of P90.5 billion, a 9% increase from P82.7 billion in the year prior. Mobile revenues grew 8% year-on-year to P72.8 billion compared to prior year’s P67.2 billion, owed to the growth of its postpaid segment.
Broadband and fixed-line data segments booked robust revenue gains of 20% and 13% year on year, respectively, attributed to rising demand for data and internet connectivity.