| Title | SCREENSAVER |
| Brand | SMART |
| Product / Service | SMART |
| Category | B01. Use of Screens |
| Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Idea Creation | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Production | WUNDERMAN PHILIPPINES Makati, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Nonie Tobias-Azores | Y&R Philippines | CD |
| Eric Cristobal | Y&R Philippines | Account Supervisor |
| Philip Santiago | Y&R Philippines | Programmer |
| Jackner Bangalando | Wunderman Philippines | Programmer |
| Ben Lloyd Altarejos | Wunderman Philippines | Programmer |
| John Mark Marquez | Wunderman Philippines | Programmer |
| EJ Arboleda | Wunderman Philippines | Chief Technology Officer |
| Apple Castillo | Wunderman Philippines | Client Services Director |
| Badong Abesamis | Y&R Philippines | Chief Creative Officer |
| Herbert Hernandez | Y&R Philippines | Executive Creative Director |
| Sandy Salurio | Y&R Philippines | Executive Art Director |
| Carlos Averion | Y&R Philippines | Studio Head |
| Marcus Rebeschini | Y&R Asia | Chief Creative Office - Asia |
| Karl Nylander | Y&R Philippines | Art Director |
| Marco Dimaano | Y&R Philippines | Associate Creative Director |
| Troi Torres | Y&R Philippines | Programmer |
| Ags Chuapoco | Y&R Philippines | Business Unit Director |
Smart, the Philippines' leading telco, provides a very simple solution to save lives with the Screensaver. Vital information is readily accessible on the lockscreen of a cellphone, which practically everyone now has. No added step needed, like calling an emergency number to get the information. Available for Android & the iPhone.
First introduced in April, the idea is now being rolled out by Smart not only to its tens of millions of subscribers, but also to Globe users. Online PR via blogger KOLs, media guestings and traditional PR are being done as we speak in support of the idea.
Just a week after its launch--then even without PR support--the Screensaver was downloaded 5,828 times.
The work is relevant for the Media Spikes because the medium enhanced and amplified the idea. In fact, it wouldn't have happened--and cannot happen-- without the use of the mobile screen as a medium.
The target for the idea are mobile phone users--especially the subscribers of Globe, client's chief category rival. It was strategised that the idea, an example of the benefit of choosing to live Smart, could entice competitive users to switch to the brand.