The film dramatized the Snapchat “epidemic” that was happening in the Philippines. It showed a young guy consulting a doctor because he was seeing filters in real life. The doctor eventually catches the “disease,” and is plagued by the same filters. It ends by encouraging people to join the silly epidemic with Smart.

It was shot using a smartphone and the actual Snapchat app not only to meet budget constraints, but more importantly, to recreate the genuine fun that people would get when they use the actual app.

The agency created a film that was shot on a smartphone, using the actual Snapchat app. Shooting on a phone not only reduced the budget to $50,000, it also recreated the real Snapchat experience. From face swap to dog ears, the filters brought genuine fun to the film, much like what users would experience when they use the app.

The film generated over one million views on its first day of posting on Smart’s YouTube and Facebook page.

After only a week, it reached over 5.7 million views, and generated over 9.1 million in total reach.

It was also a shot in the arm for Smart, with the film shooting up the positive sentiment for the brand to 25%, and reducing the usual negative feedback that they would always get to 0.2%.

Best of all, it generated a 67% increase in data spend among new Smart subscribers during the campaign period.