By Benjamin Cuaresma
MANILA, Philippines — TNT has won gold at the Smarties Philippines for a campaign featuring paranormal investigator and content creator Ed Caluag, using a haunted-house storyline to turn mobile network lag into an entertaining message about connectivity.
The campaign, developed by Ace Saatchi & Saatchi with Wavemaker Philippines–WPP Media as its media agency, received the award in the Creator/Influencer/Celebrity Marketing (Impact Marketing) category.
Launched in February 2026, the campaign drew on Caluag’s popular ghost-hunting content to dramatize one of the most frustrating experiences for mobile users: network delays that interrupt online activities.
In the campaign video, Caluag investigates paranormal activity while livestreaming inside a haunted house. Repeated bouts of lag disrupt his encounters with the ghosts, whose growing frustration eventually turns the tables on the investigator.
The humorous reversal served as the campaign’s central message, illustrating how a sluggish connection can disrupt even the most unexpected situations.
The creative concept was anchored on TNT’s recognition for Best Mobile Latency in the Philippines in the Ookla Speedtest Awards. By placing the technical benefit of low latency in a familiar entertainment format, the campaign sought to make network performance easier for consumers to understand.
“This recognition reflects how we continue to find fresh and engaging ways to bring TNT’s brand promise to life,” said Lloyd Manaloto, Smart’s first vice president and officer-in-charge.
Manaloto said the campaign combined the entertainment value of creator content with the strength of the company’s network to turn a common mobile-user frustration into a relatable story.
After debuting on Caluag’s digital platforms, the campaign was amplified through Meta, Google, YouTube and TikTok. According to the supplied report, it generated more than 659 million impressions, extending its reach among mobile-first Filipinos.
The Smarties Gold adds to TNT’s marketing efforts that combine entertainment with product messaging, while underscoring the role of content creators in presenting technical features through stories audiences can readily understand.
The recognition comes as TNT and Smart continue expanding their 5G network nationwide. Smart was also recently recognized by Ookla with the Best Mobile Video Experience award in the Philippines, according to the report.
ia/xf
