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, with the mobile data spend of new subscribers shooting up by 67%.

We ere tasked to create a film that encouraged people to use Snapchat more often. And what better way to create a film about Snapchat, than to shoot it on Snapchat itself? By shooting on an iPhone and the app, we were able to use the one thing that made it a hit in the first place-its silly filters. Doing this not only reduced the budget, it also offered the viewers the real Snapchat experience.

Insights, Strategy and the Idea

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.