The Campaign

Smart thus introduced the My Smart app, which allows customers to: A. Organize different Smart accounts by linking Postpaid, Prepaid, Broadband or Infinity accounts, all housed in one mobile application. B. Manage account information like balances, credit limit, keep track of SMS, call and surfing charges, and more C. View monthly e-Statements and pay bills using credit/debit card D. Avail load credits, call, SMS & data promos, and redeem exclusive Perks items/services. Subscribers can also use accumulated Perks points to pay their phone bills. E. Get direct Online Store access where subscribers can shop for the latest phone plans, devices and accessories. F. File a help ticket for urgent inquiries or track progress of requests/ transactions. The app is available for iOS/Android devices, can be downloaded for free via the App Store and Google Play. Desktop users also can access or continue transactions on the web version via my.smart.com.ph.

Creative Execution

Before the My Smart app was launched, the My Smart web, which can be accessed via desktop, tablets and a mobile responsive site, had done its job of addressing concerns faster and more cost-efficient than traditional channels. Every year, the Philippines increase its mobile data users by about 30 million as smartphones and mobile data subscriptions become more affordable. It made sense therefore that of the three device types where My Smart can be accessed mobile was the most popular with 60% of visitors accessing the site via the mobile responsive site. This data, combined with the fact that mobile apps are how smartphone owners interact with their phones, prompted the creation of the My Smart app. However, as of 2016 around 35% of subscribers who registered for My Smart accounts had downloaded the app prompting the need to push app registration further. For the IMC campaign, key channel used was digital media since target market is always online. These ads generated publicity,educated subscribers, and created an aggressive push for usage. Lifestyle and tech bloggers were tapped to promote the app among their own fan bases. Each of these accounts had followers ranging from 60,000 to more than a million.

Since the app’s launch, there have been 2.2 million downloads with positive feedback online garnering four stars and up for the app’s ratings. “This app is very convenient and user-friendly! Helps me keep track of my usage and manage my Smart bill. There are extra features such as Payment Centers Directory, Pasa Data, and Change Credit limit which makes life easy! – Margarita Candy “It’s very useful and gives real time tracking of data usage.” – Christian Rafanan “I’m using Vivo phone and could not find the balance inquiry…Finally I can look at my balance now...” - Lovee The app decreased the number of disputes received by contact support teams by 60% which improved Smart’s customer service. It has garnered recognition at the Anvil Awards of the Public Relations Society of the Philippines. Its eStatement subscription with other features helped the company save Php1.24 Billion or about $20 million.

The primary targets of My Smart app are Smart subscribers whose age ranges from 20 to 34 years old, these are the young professionals, college students, entrepreneurs and SMEs. They are always on the go and are never without their mobile phones and other devices to stay connected with their family and friends. They enjoy the richer messaging experience provided by messenger apps like Facebook Messenger, Viber, and WhatsApp. They are daily users of social media platforms like Facebook, Twitter and Instagram. They are budget-conscious. Most of their mobile surfing and app usage are done while on WiFi. When they do use their mobile data, they are conscientiousand make sure they get the best value for their money. Knowing that Filipinos spend a daily average of over 8 hours online, Smart recognized the need to empower its subscribers by giving the ability to manage their account with a few clicks.