SNAPCHAT BUG

Short List
TitleSNAPCHAT BUG
BrandSMART COMMUNICATIONS INC.
Product / ServiceSMART COMMUNICATIONS INC.
CategoryD01. Social Video
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Production HOW'S EVERYTHING Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
John ed de Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Ryan Caidic TBWA\SANTIAGO MANGADA PUNO Copywriter
Terence Eduarte TBWA\SANTIAGO MANGADA PUNO Art Director
Katya Gozo TBWA\SANTIAGO MANGADA PUNO Account Director
Rica Guerrero TBWA\SANTIAGO MANGADA PUNO Account Manager
Nolan Fabular TBWA\SANTIAGO MANGADA PUNO Film Director
Pao Pangan Free lancer Film Director
Pao Pangan Freelancer Director of Photography
James Salas Freelancer Acting Director
Sunny Lucero/Denise Jose TBWA\SANTIAGO MANGADA PUNO Agency Producers
Vince Belen TBWA\SANTIAGO MANGADA PUNO Film Editor

The Campaign

We thought that the only way for people to start using Snapchat, was to capitalize on what made it a hit on the first place--its silly filters. So we shot it on an iPhone using the actual Snapchat app. From face swap to dog ears, the filters brought genuine fun to the film, much like what users would experience in the app. And by shooting it on a phone, it reduced the budget to $30,000.

Creative Execution

The film dramatized the local Snapchat “epidemic." A young guy who was addicted to Snapchat, consults a doctor because he was seeing filters in real life. The doctor eventually catches the “disease,” and is plagued by the same filters. It ends by encouraging people to join the silly epidemic with Smart.

The film generated over one million views on its first day of posting on Smart’s YouTube and Facebook page. After only a week, it reached over 5.7 million views, and generated over 9.1 million in total reach. Over 2.2 million people joined the promo. It was also a shot in the arm for Smart, as the film helped increase the mobile data spend of new subscribers to 67%.

Their target audience was 15 to 20-year-old, fun-loving, digital natives. To capture the market, we let them fall in love with the app by using the one feature that made it a hit in the first place—the silly Snapchat filters. By using the popular filters, the video would become as engaging and shareable as the app itself.

Links

Video URL   |   Video URL