Smart’s “Live Smarter, Live with Purpose” campaign, headlined by world pop icon BTS, puts the youth front and center and caters to their aspirations and needs.
“We want to maintain a strong affinity with today’s generation and make sure that we enable their passions and their needs,” said Smart Communications President and CEO and PLDT Chief Revenue Officer Alfredo S. Panlilio.
Panlilio highlighted that the campaign will help drive the business while delivering what customers want: content. “Content is an important part of our business ecosystem, as customers go online to listen to music, play games or watch movies,” he said. “At the end of the day, real innovation makes the complex simple, which is why our campaign is ‘Simple, Smart Ako.’ Our goal is to make technology easy and accessible to every Filipino, while we fuel their passions and enrich their love for the Smart brand,” he added.
According to Jane J. Basas, SVP and head of consumer wireless business at Smart, said the campaign was a year in the making. “The planning started in the first quarter of 2020. We wanted the brand to start talking to the younger generation of Filipinos, the Gen Z’s,” she said. “What’s unique about this generation is that they know their voice, they know their capabilities, they know they are a talented bunch. Most of all, they believe that they can change the world. So, we looked for talents that could help deliver that message. And the strongest voice was BTS. So for this campaign, there was clearly one lead for us—it was just BTS,” Basas added.
Smart FVP and group head for prepaid marketing Miriam Choa said the company is introducing more products such as Double GIGA, which helps customers pursue their passions online by offering twice the data for their passion apps. Choa also said that a special minisite, smartbts.com.ph, offers exclusive content for fans who access the site on mobile via Smart LTE.
Basas also underscored how relevant the campaign is given the times. “It’s a campaign that encourages the young to keep moving, keep pushing, keep learning, keep improving themselves, keep making sure that their voices are heard, and at the same time, keep believing that they can make this world better. These are messages that we have to embrace as a society,” she said.