Image courtesy of www.smart.com.ph
The AlDub campaign of Smart Communications’ mainstream market brand TNT won Best Operator Marketing Campaign at the Global Telecoms Awards ceremony held recently in London.
Produced by industry publication Telecoms.com, this awards program recognizes innovation and excellence in the global telecommunications industry.
The TNT AlDub campaign won for being the most effective marketing campaign of the year in terms of business benefits. TNT delivered above business expectations by combining enjoyable and relatable content with well-timed market-relevant offers and insightful engagement through endorsement by well-loved celebrities.
Smart’s GigaSurf50 campaign was also shortlisted for the award, along with Accenture and Vodafone UK’s Ready Business Indicator, and Telecom Fiji’s Connect WIFI campaign.
TNT’s AlDub campaign featured the hugely popular love team of Alden Richards and Maine “Yaya Dub” Mendoza. As the TV couple communicated via Twitter and Instagram exchanges, TNT found them to be the perfect brand ambassadors as it started to target a more digital savvy-market. The pair also represented TNT’s core values of being fun, sociable, accessible, and youthful.
TNT launched a promo that enabled its subscribers to augment their existing prepaid calls and texts with basic internet offers for a minimal amount. By texting EXTEND to 4545, they could add 24 hours of validity to selected offers for a minimal P5 fee.
For traditional call and text users, TNT offered the Alden and Maine Load Promos, which allowed unlimited calls and texts within the network. Both of these promos were extendable.
The integrated marketing campaign included a TV commercial which was also posted online, where it got a whopping 33.3 million views overnight and drove 3.1 million conversations.
TNT also launched a limited-edition AlDub SIM with free access to Twitter, as well as digital AlDub stickers.
Smart has won three citations from the Global Telecoms Awards, formerly known as the Telecoms.com Awards – Operator OTT Service Launch Award for SmartNet in February 2014, Green Technology Award for the Green Merchandising Program in December 2014, and Connecting the Unconnected Award for PowerApp in November 2015.