TNT, the value-oriented brand under Smart Communications, Inc. (Smart), a subsidiary of PLDT mobile wireless, has achieved a gold award for its widely circulated SIM Registration video titled “Mother” at AdFest 2024, recognized as Asia’s premier regional creative festival.
The acclaimed video, “Mother,” part of a series of public service announcements urging subscribers to register their SIM cards, depicts a woman endeavoring to convince her skeptical family of her identity while reciting phrases commonly associated with scammers.
Produced by TNT in collaboration with GIGIL Philippines and Arcade Film Factory, “Mother” triumphed over 200 entries from across the region in AdFest’s Lotus Awards, specifically in the Film Craft – Script category.
Alex O. Caeg, Head of Smart Consumer Wireless Business, attributed the prestigious accolade to the collective effort of internal teams and agency partners who embraced TNT’s commitment to infuse “saya” or joy into conveying essential public service messages.
Caeg expressed gratitude to TNT’s 34-million strong subscriber base, the Philippines’ largest mobile brand, for inspiring the development of relevant services and impactful campaigns.
Launched in April 2023, TNT’s SIM Registration campaign videos swiftly amassed over 100 million views on social media platforms such as Facebook, YouTube, and TikTok. The videos gained popularity for their creativity, humor, and captivating content, with viewers spontaneously sharing them.
Within a mere 10 days of their release, over 7 million subscribers completed their SIM registration, highlighting the campaign’s effectiveness.
The gold Lotus Award at Adfest 2024 adds to a series of local and international accolades garnered by TNT’s viral SIM Registration campaign videos. These include being shortlisted at the New York Festivals 2023 Advertising Awards, securing Silver at the Boomerang 2023 Awards, and receiving Crystal Awards at Korea’s MAD Stars 2023, among others.
TNT operates under Smart, renowned for providing the Philippines’ Best 5G Coverage and Best 5G Availability, according to independent analytics firm Opensignal.
For more information about TNT’s cost-effective data, call, and text offers, visit tntph.com.
