SMART Communications and BTS Launch Campaign Sends Powerful Message to Youth
On April 22nd, 2021, after much anticipation and excitement, Smart Communications, Inc. released its long-awaited 'Live Your Passion with Purpose' campaign headlined by the world’s leading pop icon, BTS.
The epic campaign established Smart Communications in advertising history as the first and only Philippines company to ever seal a direct partnership with BTS under HYBE, formerly Big Hit Entertainment.
Shot in Seoul at the height of the global lockdown, the campaign has the seven BTS members on different versions of The Penrose Stairs—symbolic of defying impossible situations. It is set to two of the band’s most recent hits—the inspirational Life Goes On followed by the record-breaking hit Dynamite—appropriately providing the score to a timely and encouraging message to Filipino ARMY during the Philippines’ most challenging time.
Keep Inspiring. Keep Moving. Keep Exploring. Keep Learning. Keep Connecting.
Keep Chasing Your Passion. Keep Living Your Purpose.
Sometimes the climb seems steep, but the important thing is to keep going and keep doing what you love, because passion and purpose have no limit with Smart Prepaid.
“BTS won over the hearts of millions all over the world, not just with their talent, but also with their messages of hope and inspiration. On behalf of Smart, we are very honored to have this partnership with BTS that encourages the Filipino youth to keep their faith and continue pursuing their passion and purpose no matter the challenges the lie ahead,” said Jane J. Basas, SVP and head of consumer wireless business at Smart.
And BTS is the perfect vehicle to spread the message of limitless passion and purpose, having broken countless records, barriers, and ceilings, despite all the odds. A vision that Smart not only shares with BTS, but all Filipinos.
“As the leading digital services provider in these crucial times, we at Smart are committed more than ever to make it simple and easy for Filipinos to go all out on their passions and fulfill their purpose. We want to inspire the youth and create a better world for them,” stated Alfredo S. Panlilio, Smart president and CEO.
This is now made even simpler and easier with Smart Prepaid’s Giga and Data offerings and innovative products.
“Like global and local brands endorsed by BTS, Smart Prepaid also created offers aligned with the campaign. The goal for this product is to up the ante for data users so Smart introduces Double Giga Data. It is a set of products that allows the subscribers to get double giga for digital platforms they use the most, like those you find in Giga Video, Stories, Games, Study and Work. Having more gig to allow subscribers to immerse into their interests enables them to grow and be better at those they are passionate about,” Miriam Choa, head of Smart prepaid marketing, shared excitedly.
Dentsu JaymeSyfu, the award-winning agency behind the advertising material, wanted fans and subscribers alike to get the ultimate BTS experience through Smart's data offerings. So, the agency's tech team DIGIT X, came up with a real-time, experiential digital stunt.
The video was launched with a special website that allowed users to turn any mobile phone into a light stick, simply by subscribing to Smart or being an existing Smart subscriber. The light stick interacts with the digital film as it plays. This provided an even more enjoyable and immersive viewing experience, as light sticks are a k-cultural staple in any concert or event. The 'ARMY,' BTS’ global term for their fan group, would usually attend their idols' concert with the BTS official light stick 'The Army Bomb.' While not everyone has an ARMY Bomb, they all have a mobile phone.
JR Ignacio, DIGITX chief technology officer said that: "This magical experience can only work if the devices have Smart SIM cards. During the launch, some even changed their SIMs to get this full BTS experience- which was really cool."
Merlee Jayme, Dentsu Mcarrybowen global president, a BTS fan herself, added: "As we've witnessed, the year has brought digital adoption to speed. The youth, especially consumed data like no other. They demanded for creativity and great experience like never before. As creatives, we had to open up to new possibilities. As our physical worlds became anxious and constrained, virtual experiences were charged with emotion. Content has to be experienced."
Featured Companies: dentsumcgarrybowen London
Chairman: Manuel V. Pangilinan
President & CEO: Alfredo S. Panlilio
SVP & Head of Consumer Wireless: Jane Jimenez Basas
FVP & Head of Corporate Marketing: Lloyd Manaloto
FVP & Prepaid Marketing Head: Miriam Zamora Choa
AVP & SMART Prepaid Brand Head: Joanne Hatulan
VP Marketing Services Operations: Mon Samarista
Advertising Agency: DENTSU JAYME SYFU
Managing Partner and General Manager: Ronald Barreiro
Business Development Director: Lieza Punsalan
Account Director: Ina Villegas
Account Executive: Dom Concepcion
Global President: Merlee Jayme
Chief Creative Officer: Louie Sotto
Creative Director: Miko Quiogue
Associate Creative Director: Therese Liboro
Art Director: Sab Santana
Chief Strategic Officer: Diday Alcudia
Social Media Manager: Abby Bontia
Broadcast Producer: Krischelo Delgado
Dentsu Digit X
Lead UX Designer: Monica Soliman
UX Engineer: Nif Ruedas
UX Writer: Alex Bejasa
Business Design Manager: Nadine Agoncillo
Business Design Lead: Cyri Sio
Lead Engineer: Maki Tabili
Chief Technologist: JR Ignacio
Philippine Production House
Philippine Production House: UxS, Inc.
President and CEO: Madonna Tarrayo
Executive Producer: Ruth Colacion
Production Manager: Apple Sarmiento
South Korea Production House
South Korea Production House: CONTENTS LAB D&M
Director: Goh Han Ki
Producer: Monica Chang
DOP: Nam HYUNWOO
Assistant Director: Sim Yoo Kyung
Art Director: Lee Joon Seung
Korean Post House
On-Line & CG: THE AUTHENTIC & 361
Local Post House: Engine Room
Photographer: Park Ja Wook
PR Agency: PUBLICITYASIA | PR Asia Worldwide
Lead Publicist: Joyce A. Ramirez (PUBLICITYASIA)
US AGENCY: INTERARTIST, LLC.
Category: Consumer Electronics , Phones