SMART TXTBKS

This case study describes how Smart Communications, the Filipino telecommunications company, developed textbooks in SIM cards to help raise school attendance.

SMART TXTBKS

Diday Alcudia and Asterio Gutierrez

Campaign details

Brand owner: SMART CommunicationsAgency: DDB DM9 Jayme SyfuBrand: SMART CommunicationsCountry: PhilippinesChannels used: Events and experiential, Mobile and apps, Packaging and design, Public relationsMedia budget: Up to 500k

Executive summary

In developed countries, tablets and e-readers have become the solution to large, heavy textbooks. But for Filipino state-schools students, even the cheapest model is worth more than what their families make in a month.

This is tragic because they're the ones who need a textbook alternative the most. Kids as young...

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