The Covid-19 pandemic did not spare anyone, in the Philippines or anywhere else in the world. Businesses big or small, tourist destinations, even the small sari-sari store, did not escape the wrath of the deadly virus.
Moreso families like the
Ekselente family.
The Ekselente family
is your typical Filipino brood that struggled mightily during the pandemic.
They own a resort, which is both their family home and prime source of income.
Since they have no visitors because of the lockdowns and community quarantines,
the family business is losing money for lack of income. Worse, the family is
considering selling it to be able to survive.
Theirs was an archetypal
dilemma that would test their values, and how they would be able to keep the
family together in such stressful times was told through the eyes of the
family’s helper or “Kasambahay,” Ofelia, who remained loyal and true to the
Ekselente family. She shared in their difficulties and heartaches, and even
went out of her way to help the family that had been good to her by staying
with them, to help them keep themselves together as they go through life’s
challenges.
Their story showcased
several facets of family life: the emotional struggles of the father, the
resolve of the mother whose stabilizing force is tested constantly, and the
situation that their son and daughter are in as they suddenly faced an
unexpected turn from the life that they were used to before the pandemic, when
everything was still sweet and rosy.
The story of the Ekselente
family was convincingly brought to life through a six-part series that featured
real-life scenarios, coupled with pleasant and rejuvenating—sometimes
heart-wrenching—music, as the family went through their daily struggles, a life
suddenly turned upside down.
The father, Jojo
Ekselente, is a former Overseas Filipino Worker who bought the resort to show
that he is capable of giving his wife, who comes from a well-off family, and
his children, whom he barely knew him since he was always overseas working, a
comfortable life. He returned to the country because of the pandemic but
struggled to find a decent job.
Soledad “Sol” Ekselente,
the resolute rich kid, struggled in keeping the resort and her family intact,
even if she has almost zero experience running a business, let alone a
household because she was a unica hija. She is trying to learn to
handle things, no doubt, but the hardships kept piling up, like whether to sell
the resort or not, and keeping away from her snobbish mother.
David Ekselente, the
“chill” guy, is the exact opposite of his sister. The family’s “gamer” seems to
lack that competitive fire his sister has, and would rather settle with what he
has at the moment than chase the bigger things in life and not be too
preoccupied with the family’s problems since he has problems of his own.
Cheska Ekselente, the last
member of the Ekselente off-springs, is very much like his father—competitive
and go-getter—an ambitious Dean’s Lister in college and an aspiring social
media influencer. She is driven by her desire to be fully independent and will
stop at nothing to achieve her goals, yet longs for attention from her father
whom she feels she doesn’t know much since he was always out of the country
working, until now that he became jobless but may soon return for work and may
leave again.
Finally, the matriarch,
Lola Beatrice (Sol’s mother) is the picture-perfect rendition of an alta
sosyedad mother– nosy, sneering, condescending—but can be deemed
overprotective since Sol is an only daughter. She makes known her disdain for
his son-in-law, rubbing in his incompetence by being a lola who spoils her
grandchildren, always giving them what they want just to despise their father.
The six-episode Casa
Ekselente story was part of an impressive digital marketing promotion
initiative for 2022 presented by Taiwan Excellence, and ably utilized the power
of cohesive content to broaden engagement and reach. The story of the Ekselente
family is part of a strategy that used organic and creative content in order to
generate organic reach and strengthen product and consumer connection for six
Taiwan Excellence Award-winning brands such as Juliart, Asus, Acer and FECA
during the regular scenes.
For the scenes that
involved music, on the other hand, the brands that were seen were Aromase,
Annie’s Way, Gigabyte, Johnson Fitness, Tatung and Transcend.
And the results for Casa
Ekselente were totally impressive and significant, where the six episodes
garnered over 900,000 views on Facebook and Instagram. It was, indeed, a
successful move by Taiwan Excellence that employed excellent strategies in
order to achieve excellence and achievement in digital marketing.
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