A campaign featuring a lag-filled ghost-hunting livestream earned TNT, the value brand of Smart Communications, Inc.,a gold award at the recent SMARTIES Philippines.
The campaign won in the Creator/Influencer/Celebrity Marketing (Impact Marketing) category of the marketing awards program, which recognizes innovative campaigns that deliver meaningful results for brands and businesses.
Launched in February 2026, the campaign was developed with Ace Saatchi & Saatchi, with Wavemaker Philippines – WPP Media as the media agency. It featured paranormal expert and content creator Ed Caluag, whose popular ghost-hunting content provided the inspiration for the creative concept.
In the campaign video, Ed investigates paranormal activity inside a haunted house while livestreaming his experience. However, his encounters with the ghosts are repeatedly disrupted by network lag. As the interruptions continue, the increasingly frustrated ghosts turn the tables on Ed, turning a common connectivity problem into a humorous story.
The campaign highlighted the importance of low mobile latency, which affects how quickly a network responds to user actions. Lower latency can help make activities such as livestreaming, online gaming, and video calls feel more responsive.
The concept drew on TNT’s recognition for having the Best Mobile Latency in the Philippines in the Ookla Speedtest Awards, translating a technical network benefit into an experience that viewers could easily understand.
“This recognition reflects how we continue to find fresh and engaging ways to bring TNT’s brand promise to life. By combining the authenticity and entertainment value of creator content with the strength of our network, we were able to turn a common frustration into a story that Filipinos could relate to and enjoy,” said Lloyd R. Manaloto, FVP and OIC for Smart.
First published on Ed Caluag’s digital platforms, the campaign was later promoted across Meta, Google, YouTube, and TikTok, generating more than 659 million impressions.
The recognition comes as TNT and Smart continue expanding their 5G network nationwide. Smart also recently received Ookla’s Best Mobile Video Experience award in the Philippines, highlighting its network performance for users who rely on their smartphones for streaming, entertainment, and other digital activities.
