Smart wins at 4th Panata Awards-A A +A
Monday, February 18, 2013
"LIVE MORE," Smart's integrated brand campaign that highlights the importance of reliable network connections in the lives of Filipinos, bagged a Silver Award at the recently concluded 4th Panata Awards.
At the same ceremony held at the InterContinental Manila, "Araw-Araw Panalo," the multimedia campaign of Smart’s value brand, Talk ‘N Text, was also recognized with a Citation of Merit. Smart was chosen among over 100 Panata Award entries, and was the only telco recognized at the awards program.
Smart's "Live More" campaign won in the Integrated Marketing category, for its multi-platform approach using print, radio, TV, outdoor, and digital media.
"Live More" is a large scale multimedia program launched by Smart to encourage Filipinos to make the most out of life by connecting to the largest and strongest mobile network in the country. It seeks to humanize technology by highlighting the importance of Smart’s reliable SMS, voice, and data services in the daily lives of mobile phone users.
The campaign also emphasizes the important role of Smart employees in propagating the "Live More" philosophy.
By providing its employees opportunities to live all aspects of their life -- work, play, family, love -- to the fullest, Smart is able to create more "Live More" ambassadors.
"Araw-Araw Panalo" is a multimedia campaign advocating the maximization of all things at one’s disposal today so that tomorrow becomes a little bit better.
For the target market of Smart's Talk 'N Text brand, it is the small victories that matter and that eventually lead to a meaningful accomplishment. This campaign, using a catchy song sung by Jericho Rosales and includes TNT celebrity endorsers Robin Padilla, Marian Rivera and the TNT Tropang Texters, shows everyday stories that depict ways on how the brand helps its customers reach, land and document everyday victories.
"Our 'Live More' and 'Araw-Araw Panalo' campaigns underscore Smart’s commitment to provide relevant and dependable communication services so that Filipinos may make the most out of their lives. We are happy to be recognized for our efforts to communicate the positive and inspiring experiences of our subscribers, partners and employees—all made possible by Smart's superior and reliable network," said Noel C. Lorenzana, Smart executive vice president and Wireless Consumer Division head.
In the six-month period following the launch of its brand campaigns, Smart recorded a 3.5-million surge in its subscriber base. With over 52 million Filipinos now on its supercharged network, Smart cements its position as the country’s undisputed wireless services leader.
Published in the Sun.Star Davao newspaper on February 19, 2013.