The Philippines is the 23rd country in the world with the highest internet penetration, which is 8% higher than the global average. With over 119 million mobile subscriptions which is more than its total population of 101 million, and rapidly increasing, Smart’s challenge was how to cater to the growing mobile subscribers and its currently wide market range.

In today’s mobile age where things are fast-paced and activities are mostly done online, Smart, as one of the leading service providers in the country needs to adapt to subscribers’ evolving digital lifestyle and reinvent customer experience.

Before the My Smart app was launched, the My Smart web, which can be

accessed via desktop, tablets and a mobile responsive site, had done its job of

addressing concerns faster and more cost-efficient than traditional channels.

Every year, the Philippines increase its mobile data users by about 30 million as smartphones and mobile data subscriptions become more affordable. It made sense therefore that of the three device types where My Smart can be

accessed mobile was the most popular with 60% of visitors accessing the site

via the mobile responsive site.

This data, combined with the fact that mobile apps are how smartphone

owners interact with their phones, prompted the creation of the My Smart app. However, as of 2016 around 35% of subscribers who registered for My Smart accounts had downloaded the app prompting the need to push app registration further.

For the IMC campaign, key channel used was digital media since target market is always online. These ads generated publicity,educated subscribers, and created an aggressive push for usage.

Lifestyle and tech bloggers were tapped to promote the app among their own fan bases. Each of these accounts had followers ranging from 60,000 to more than a million.