THE PHILIPPINES, SEPTEMBER 17, 2012 – “In a world where every second counts, count on Smart, the biggest network – to belong, to let go, to spend your pressure time on the small things. Because your time is your life, the less of it you waste, the more of it you live.”
As the world’s most connected country (in terms of text messaging and social networking), Filipinos just can’t afford to waste time with dropped calls, slow internet and delayed messages. The Philippines is making a move to smart connection – for the first quarter of 2012, Smart Communications posted a 43% increase in postpaid users and 1.7 million new prepaid users.
It’s time for change – Smart says Filipinos are choosing to “Live More”.
For its new campaign, Smart collaborated with advertising powerhouse DM9 Jayme Syfu in urging the Filipinos to make the switch. Chief creative officer Merlee Jayme oversaw the creative execution, employing the help of Australian director Franco Marinelli in shooting a cinematic 60-second TV ad. The theme is carried on to the radio ads, demonstrating the importance of problem-free communication to the Filipino’s everyday life. Smart has dedicated a special page on its website for switchers (smart.com.ph/changenow), offering convenience and better customer service.
Smart’s “Live More” campaign strays away from the formulaic use of celebrities and lackluster tech talk. Instead, it uses real life scenarios that every Filipino can relate to. (“The call you can’t make can mean you don’t care.”) Smart makes use of the simple and practical style of presenting the problem and offering a solution, and does it in good taste.
Along with the multimedia campaign, Smart also came out with a new logo, trading its trademark stripes for a more colourful vibe. According to Smart, the eight dots can be rearranged, signifying flexibility and dynamism.
