TNT wins SMARTIES Philippines Gold for its creator-led network campaign featuring paranormal investigator and content creator Ed Caluag. The campaign earned top honors in the Creator/Influencer/Celebrity Marketing category at the recent SMARTIES Philippines awards.
Launched in February 2026, the campaign was about one of the biggest frustrations of mobile users: network lag. TNT worked with Ace Saatchi & Saatchi and Wavemaker Philippines (WPP Media) to create a story that turned a technical network benefit into something easy to understand.
The campaign placed Caluag in a haunted house investigation streamed live online. While searching for paranormal activity, repeated lag interruptions disrupted the experience. The ghosts eventually became frustrated themselves, creating a humorous way to highlight the importance of a fast and responsive mobile connection.
The creative idea was based on TNT’s recognition for having the Best Mobile Latency in the Philippines in the Ookla Speedtest Awards.
Smart said the campaign combined creator authenticity with TNT’s network strengths to connect with Filipino audiences. It has generated more than 659 million impressions across digital platforms.
“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.
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The recognition comes as TNT and Smart continue to expand their 5G network. The award also reinforces their commitment to improving the mobile experience, from watching videos and scrolling social media to staying connected online.
