Diday Alcudia and Asterio Gutierrez

Campaign details

Brand owner: SMART Communications
Agency: DDB DM9 Jayme Syfu
Brand: SMART Communications
Country: Philippines
Channels used: Events and experiential, Mobile and apps, Packaging and design, Public relations
Media 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 as seven must bring into school up to 22 books daily, leaving them exhausted and unfocused even before their first class – and in many cases, afflicted with scoliosis. Smart Communications, the biggest telco in the country, thought it could make a difference with Smart Txtbks.