If you were in a mall or MRT station the past two weeks, chances are you would’ve seen TV heads walking around, mugging for photographs surprising unsuspecting passers-by and generally entertaining onlookers. We tried to get the scoop as to what they were promoting, and theories ranged from a revamped TV station or a new TV line from an electronics company or a new hidden camera gag show
Then last February 21, the TV heads started sporting small Smart logos on their heads and so half the mystery was solved. But the new question was, what does a mobile company have to do with television? Their activation teaser campaign was surely getting the public’s attention and was even featured in TV news shows and various blogs and websites of people who spotted and were intrigued by them.
And last February 28, Smart unveiled its newest product through a TVC starring Moymoy Palaboy, Ramon Bautista and The Philippine All Stars, an infomercial spoof viral video with Ramon Bautista, radio ads, print ads, newspaper sleeves, billboards, LED placements, banners and streamers and of course online social networks. It was a whole 360 campaign for Smart Bro SurfTV, the product that turns your TV into an internet browser.
While it’s still too early to tell if the product is a success, their campaign definitely made a dent in the consumers’ consciousness. When asked what inspired them to do this non-traditional outdoor stunt, Smart agency DraftFCB shared that originally, the TV heads were the central concept of the proposed TV ad. It was turned into this “mascot raid” by Smart events agency PXI, Promo Exchange Inc to drum up interest for a revolutionary product. DDB Media helped spread the word through radio coverage and photo releases in all the major dailies. The idea behind it was that the TVs themselves were so excited about the product that they themselves wanted to herald the coming of SurfTV.
The TV heads aren’t done yet and based on the public’s response to them, they might figure in the next steps of the campaign.
Walking TV Heads
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Infomercial
