Smart Communications, a wireless subsidiary of PLDT in the Philippines, has executed several high-profile marketing campaigns featuring Korean celebrities to promote its mobile services and data plans. These campaigns, often centered around popular K-Drama stars like Hyun Bin, Son Ye Jin, and Park Seo Jun, have included various promotional incentives, freebies, and virtual events designed to engage subscribers and "give back" to the community. While the provided source material focuses on telecommunications services rather than traditional consumer product samples, it details specific promotional mechanics such as purchase-triggered freebies, exclusive virtual events, and app-based rewards that function as brand freebies for consumers.
Overview of the "Simple, Smart Ako" Campaign
In June, Smart Communications launched its "Simple, Smart Ako" brand promise campaign, leveraging the popularity of Korean actor Hyun Bin. The campaign highlighted the speed and reliability of Smart's LTE network and its Giga Promos, which cater to various customer needs and passions. According to Jane Basas, SVP and Head of Consumer Wireless Business at Smart, the "Hyun Bin Phenomenon" is attributed to digital technology, allowing Filipinos to stream shows, share excitement online, and interact through social media. Hyun Bin expressed gratitude for Smart providing a way to reach out to fans in the Philippines, noting that he first won the hearts of Filipinos in 2005 when his romantic comedy-drama "My Name Is Kim Sam Soon" was aired with a Tagalog-dubbed version.
The campaign focused on empowering Filipinos with technological solutions made easy, enabling them to enrich their daily lives and pursue their passions. Alfredo S. Panlilio, Smart President and CEO and PLDT Chief Revenue Officer, emphasized that the campaigns helped the business while also lifting subscribers' spirits, which he described as priceless. The "Simple, Smart Ako" tagline was prominently featured in commercials showing speeds provided by Smart LTE and Giga Promos.
Promotional Freebies and Purchase Incentives
One of the specific freebie mechanics mentioned in the source material involves the "Kim Taepyung starter pack," which refers to promotional items associated with Hyun Bin's endorsement. According to the source, consumers can obtain any of these freebies upon purchasing a Smart prepaid SIM or load card. The freebies reportedly include load cards featuring Hyun Bin's face. The source notes the collectibility of these load cards, indicating they serve as promotional merchandise tied to the purchase of Smart products.
This type of offer functions as a purchase-triggered free sample or promotional item, common in marketing campaigns where the freebie is contingent on buying a core product (in this case, a prepaid SIM or load credit). The source does not specify the exact contents of the starter pack beyond the load cards, nor does it provide details on shipping, availability dates, or geographic restrictions within the Philippines.
Joint Hyun Bin and Son Ye Jin Campaigns
Smart Communications subsequently expanded its celebrity endorsements to include Son Ye Jin, creating significant anticipation among fans for a joint campaign. The company first teased a possible project involving both stars during a virtual press conference for Hyun Bin's ad. In August, Smart released a Smart Signature TVC featuring Son Ye Jin. This was followed by a Valentine's Day treat in the form of a new TVC featuring both Hyun Bin and Son Ye Jin together for the first time since their drama "Crash Landing On You" (CLOY).
The joint TVC, which featured an original song "Inevitable" by Ben & Ben, depicted the two stars searching for each other in a city aided by 5G technology. This narrative was used to evoke a sense of achieving the impossible, similar to how subscribers can achieve more with Smart 5G. The hashtag #InSmartWeTrust was used by fans to express their desire for this collaboration. Jane J. Basas, SVP and Head of Consumer Wireless Business at Smart, acknowledged the fan clamor, stating that Smart "more than delivered" on the request for a joint TVC.
Virtual Events and Exclusive Access: The Hallyu Hangouts
Smart Communications has offered exclusive virtual events as a form of digital freebie or experience-based promotion. The "Smart Hallyu Hangouts" series enabled subscribers to watch and interact live with Korean celebrities. Following a successful event with Hyun Bin and Son Ye Jin in July, Smart, in partnership with Viu (a pan-regional OTT video streaming service), hosted a virtual session with Park Seo Jun on November 13 via the GigaPlay App.
Participation in these events required specific actions from users. Smart Prepaid and TNT users needed to subscribe to any Giga K-Video mobile data promo to watch the live event. This mechanism ties the free access to a promotional data purchase, aligning with Smart's strategy of promoting its data services through celebrity engagement. The event was exclusive to Smart subscribers, reinforcing subscriber loyalty through exclusive content access.
The GigaLife App and Digital Rewards
Launched alongside the GigaFest, the GigaLife App serves as a central hub for managing digital activities and accessing rewards. The app allows subscribers to check balances and account details, register for promos and add-ons, reload accounts, view billing statements, pay bills, and redeem reward points. During the month-long GigaFest, which was intended as a way of "giving back" to subscribers, Smart maximized its LTE network to deliver online events, e-sports tournaments, digital innovations, promos, and freebies.
The GigaFest activity came after the Hyun Bin and Son Ye Jin ad campaigns in June and August. The GigaLife App is positioned as a tool for a "simple, easy, and smart" way to manage digital life. While the source material mentions "freebies" in the context of GigaFest, specific details on what these freebies entail (e.g., data rewards, merchandise, or other items) are not detailed in the provided text. However, the app's reward points redemption feature suggests that subscribers can convert points into tangible benefits.
Network Infrastructure and Promotional Support
The promotional campaigns are supported by Smart's network infrastructure claims. The company touts its Smart LTE as the fastest mobile data network in the Philippines. The GigaFest event utilized this network to deliver online experiences. Additionally, Smart has introduced 5G technology, featured in the Hyun Bin and Son Ye Jin TVC, to demonstrate advanced capabilities.
Smart offers various data promos under the "Giga" brand, which are central to the campaigns. These promos cater to different passions and needs, such as the Giga K-Video promo required for accessing the Park Seo Jun Hallyu Hangouts event. The "Giga Life for everyone" scenario is a recurring theme, suggesting that the promotions are designed to be accessible to a broad audience.
Consumer Eligibility and Participation
To access these promotional offers and freebies, consumers generally need to be Smart subscribers. For the virtual events, specific subscription to data promos (like Giga K-Video) is required. For physical freebies like the Kim Taepyung starter pack, purchase of a Smart prepaid SIM or load card is necessary. The sources do not mention any eligibility restrictions based on location within the Philippines, nor do they specify if these offers are available to international consumers or those outside the Philippines.
The sources also do not provide information on how to redeem these offers via mail or online forms, other than the requirement to purchase a SIM or subscribe to a promo. The GigaLife App appears to be the digital interface for managing these promotions and redeeming rewards.
Conclusion
Smart Communications has utilized K-Drama celebrity endorsements to drive engagement and promote its mobile services through various promotional freebies and exclusive events. Key campaigns include the "Simple, Smart Ako" initiative with Hyun Bin, which offered collectible load cards as freebies with SIM purchases, and the joint Hyun Bin and Son Ye Jin TVC promoting 5G technology. The company has also provided exclusive virtual access to celebrities like Park Seo Jun through the Hallyu Hangouts series, requiring subscription to specific data promos for entry. The GigaLife App serves as the platform for managing these offers and redeeming reward points. These promotions are targeted at Smart subscribers in the Philippines, leveraging the popularity of K-Drama stars to enhance brand value and subscriber loyalty.