|Brand||SMART COMMUNICATIONS INC.|
|Product / Service||SMART COMMUNICATIONS INC.|
|Category||D01. Social Video|
|Entrant||TBWA\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|
|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|
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.
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.