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SUB CATEGORY :
CUSTOMER ACQUISITION & RETENTION
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ENTRANT COMPANY :
GIGIL, MANILA
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TITLE :
SIM REGISTRATION DRIVE
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BRAND :
TNT TELCO
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ADVERTISER :
SMART COMMUNICATIONS
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AGENCY :
GIGIL, MANILA
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MANAGING DIRECTOR :
JAKE YRASTORZA
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EXECUTIVE CREATIVE DIRECTOR :
BADONG ABESAMIS/HERBERT HERNANDEZ
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CREATIVE DIRECTOR :
DIONIE TANADA
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ART DIRECTOR :
SEPH ASENISTA/ERIN ALTARES
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COPYWRITER :
CES ALEGRE/MOND ANGAT
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ACCOUNT DIRECTOR :
ABI REYES/INNA TUPAZ
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ACCOUNT EXECUTIVE :
KITKAT GALVEZ
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STRATEGIC PLANNER :
NANAIS HERNANDEZ/FRITZ DALAWAMPU
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MEDIA AGENCY :
GIGIL MEDIA, MANILA
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MEDIA PLANNING MANAGER :
MARGIE HUSMALAGA
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PR AGENCY :
GIGIL MEDIA, MANILA
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PR MANAGER :
GRACE LEYCO
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FILM PRODUCTION COMPANY :
ARCADE FILM FACTORY, MANILA
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DIRECTOR :
MARIUS TALAMPAS
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FILM PRODUCER :
SASA PASCUAL
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CAMPAIGN SUMMARY :
You’re the leading Philippine telco. The government has mandated that cell phone users must register their SIMs in six months or get disconnected. But three months in, only 54% of your user base has registered. Your customers’ complacency is threatening to wipe out your business. Now what?
TNT cracked…jokes!
Instead of scaring the subscribers even more, they showed the quirky consequences of getting deactivated through 3 films. The films garnered 56.8M views and 1.6M engagements across the selected platforms. It delivered 100X increase in brand mentions and conversations during the campaign.
The campaign had done the impossible, making TNT the No. 1 telco in successful registrants, beating its 4 other competitors by garnering 29.8M registered SIMs—achieving 80% customer retention.
Who says serious business has to be serious?
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CREATIVITY/IDEA/INSIGHT :
When people have dawdled for months, how do you convince Filipinos to suddenly get up off their butts? With a truth.
TNT observed Filipinos’ heavy reliance on their phones...and came to a ringing insight: NO SIM, NO LIFE.
A deactivated SIM means no connection, which means no work, no fun—no life!
Being deactivated means being disconnected from social media...in the social media capital of the world.
On top of being exiled from social media, it means:
*Not being able to contact or be contacted by anyone; and,
*Losing access to government documents stored online, phone banking, etc.
Telcos had been acting like authority figures, even using celebrities to scare people into compliance.
TNT was guilty of this, too. But people just tuned out.
And so TNT decided to embrace its brand personality: the fun telco! While other brands position themselves as more composed, TNT has always projected itself as playful, willing to tell the jokes that its audience finds entertaining.
TNT knew that even its public service ads needed to look like the content its audience would click on.
IDEA: Tell them a deactivated SIM is no fun...in a fun way.
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STRATEGY :
A deactivated SIM is no fun.
Armed with this insight, TNT set to work crafting absurd scenarios around Filipinos' top three “fears,” showing the “no-fun” consequences that its subscribers can expect if they don’t register their SIM cards.
These included:
*A mother getting disowned by her family for changing her phone number, in a universe where your contact details are your identity;
*A man going to great lengths to prove his identity using IDs tattooed all over his body, all because he had no number to receive a one-time password (OTP) by text; and,
*A man using homing pigeons as a substitute for social media—in a last-ditch attempt to connect with others—to hilariously unsatisfactory results.
The call-to-action in each material stayed the same despite the humorously exaggerated situations: Register your SIM cards, or deal with tedious and “no-fun” repercussions.
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EXECUTION :
The materials were filmed in short video format because:
*Short films were the best way to visualize the fears of Filipinos; and,
*Short films suit their shorter attention spans.
Since Filipinos seek entertainment and diversion online—spending the most time on Facebook, TikTok, and YouTube—these materials were posted on these platforms.
And because Filipinos lead such fast-paced, stressful lives, any content they consume online had to be quick, entertaining, straightforward...and most importantly, FUN. These were the benchmarks TNT strove to hit with this campaign.
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RESULT :
TNT was the most associated telco brand with SIM registration, exploding everywhere online.
*The films garnered 56.8M views and 1.6M engagements across the online platforms.
*TNT achieved 100X increase in brand mentions & conversations during the campaign, while positive sentiments grew from 12.6% (pre-campaign) to 51.1% (post-campaign).
The campaign was featured in at least 30 local and international news and media outlets, amounting to USD 367K in earned media values.
The materials were so effective that the national government used them in its own drive to make Filipinos register their SIMs.
Most importantly:
*TNT solely used films to garner more registrations growing to 29.8M SIMs—achieving 80% customer retention.
*TNT became the #1 Telco in the Philippines to register the most subscribers, overachieving against its 4 competitors.
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ENTRANT MUST CLEARLY INDICATE THE NUMBER/QUANTITY OF THE INCREASE IN NEW CUSTOMER ACTIVITIES OR THE NUMBER OF RETAINED CUSTOMERS :
TNT was able to garner a total of 29.8m registered sims, successfully convincing 80% of its user base (vs. only 54% registered sims before the campaign).
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