ALONG WITH the relaunch of Globe Platinum’s premium lifestyle mobile phone plans comes its new ambassador, chef JP Anglo.
Mr. Anglo, aside from opening a number of restaurants, including Sarsa in Bonifacio Global City and Mai Pao and Mu Shu in Bacolod, also features in his resume a stint as a judge on the Philippine version of the MasterChef television cooking contest.
Globe Platinum Lifestyle Plans, with their relaunch, now include unlimited all-network calls and texts and built-in content such as music streaming platform Spotify, social network Facebook, chat app Viber, and video streaming platform HOOQ. The plans also include a consumable roaming amount, with Kaisie del Carmen, Marketing Brand Director for Globe Platinum, saying: “We do understand that our market are travelers… very much globalized.”
The premium platinum plans differ from Globe’s standard plans; the former come with service priorities, including customer service agents the company calls “Platinum Relationship Managers.”
“We make sure that we enable our target market’s aspirations,” said Ms. del Carmen, speaking at the launch in Kafé Batwan by Sarsa in Makati last month.
She also said the company has changed focus for the Platinum plans’ target market: “We’ve moved away from the usual necktie person… what we want to do is to be able to capture those people at the start of their journey.”
Along with the new, younger target market (aged 26-40) comes a lower price, bringing the base plan’s price down from about P5000 to P3799.
As for Globe’s choice of Mr. Anglo, Ms. del Carmen said: “It has to be someone who embodies the brand completely. The aspiration is there… but he’s in a place wherein he’s in constant hunger, for even more [fulfillment], in a digital setting.” — Joseph L. Garcia