| Title | THE SMART SIM-SYNCED LIGHTSTICK |
| Brand | SMART PREPAID |
| Product / Service | SMART COMMUNICATIONS |
| Category | B04. Live Brand Experience |
| Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
| Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
| Additional Company | DENTSU X Makati, THE PHILIPPINES |
| Additional Company 2 | SMART COMMUNICATIONS Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Merlee Jayme | dentsu APAC | Chief Creative Officer |
| Therese Liboro | dentsu Jayme Syfu | Associate Creative Director / Writer |
| Miko Quiogue | dentsu APAC / dentsu Jayme Syfu | Creative Director / Art Director |
| Louie Sotto | dentsu Jayme Syfu | Executive Creative Director |
In 2020, the Philippines had a population of 109M+ people. And somehow, 149M+ mobile subscribers. The market was beyond saturated. Making subscriber growth extremely difficult for telecommunications networks. Globe Telecom had the majority of the country’s subscribers (76M+). And as it was the Philippines’ most-loved telecommunications network, it had very loyal subscribers. This was a problem for Smart Communications, the network with the country’s second-most mobile subscribers (72M+). To manage its present numbers and ensure future growth, it needed to create brand relevance and loyalty, and get Globe subscribers to get Smart.