TNT’s viral SIM Registration video wins gold at AdFest 2024

TNT, the value brand of PLDT mobile wireless subsidiary Smart Communications, Inc. (Smart), has bagged a gold award for its viral SIM Registration video, “Mother,” at the prestigious AdFest 2024, touted as Asia’s most celebrated regional creative festival.

“Mother,” which is part of a series of public service reminders encouraging subscribers to register their SIM, shows a woman who is struggling to prove her identity to her skeptical family as she spews out lines commonly used by scammers.

The video, which TNT produced with GIGIL Philippines and Arcade Film Factory, bested over 200 entries from all over the region in the Film Craft – Script category of AdFest’s Lotus Awards.

“This prestigious award is a result of a huge collaborative and creative effort by our internal teams and agency partners, who took to heart TNT’s mission of providing ‘saya’ or fun to subscribers even in conveying important public service reminders,” said Alex O. Caeg, Head of Smart Consumer Wireless Business.

“We also offer this recognition to our 34-million strong TNT subscribers, who comprise the Philippines’ biggest mobile brand, and serve as our inspiration for coming up with relevant services and impactful campaigns,” Caeg added.

Launched in April 2023, TNT’s SIM Registration campaign videos quickly racked up over 100 million views across social media platforms, including Facebook, YouTube, TikTok, with viewers organically sharing them for being “creative,” “funny” and “unskippable.”

Within just 10 days since the videos dropped, over 7 million subscribers registered their SIM, proving the campaign’s effectiveness.

TNT’s gold Lotus Award at Adfest 2024 adds to a string of local and international recognitions for the viral SIM Registration campaign videos, which includes being shortlisted at the New York Festivals 2023 Advertising Awards, winning Silver at Boomerang 2023 Awards, and bagging Crystal Awards at Korea’s MAD Stars 2023, among others.

TNT is powered by Smart, which delivers the Philippines’ Best 5G Coverage and Best 5G Availability, according to independent analytics firm Opensignal.