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.