TNT, the value brand of Smart Communications, Inc. (Smart), has won a gold award at the SMARTIES Philippines for its network campaign featuring paranormal expert and content creator Ed Caluag.
The campaign won under the Creator/Influencer/Celebrity Marketing (Impact Marketing) category. Launched in February 2026, it was developed with Ace Saatchi & Saatchi, with Wavemaker Philippines under WPP Media serving as the media agency.
The campaign used a haunted house setting to highlight the importance of low network latency. In the video, Ed Caluag investigates paranormal activity while livestreaming, but repeated network lag interrupts his encounters with ghosts.
The humorous storyline turns a common mobile connectivity issue into an entertaining way to showcase TNT’s network performance.
The campaign was inspired by TNT’s recognition for having the Best Mobile Latency in the Philippines in the Ookla Speedtest Awards. It premiered on Caluag’s digital platforms before being amplified across Meta, Google, YouTube, and TikTok, generating more than 659 million impressions.
According to Smart FVP and OIC Lloyd R. Manaloto, the recognition highlights the company’s efforts to combine creator content with its network strengths to deliver relatable and engaging brand stories.
The award adds to TNT’s marketing achievements as the company and Smart continue expanding their 5G network nationwide. Smart was also recently recognized by Ookla for Best Mobile Video Experience in the Philippines, highlighting its performance for mobile streaming and other digital activities.
