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Smart Communications banking on BTS stars to secure higher market share

Smart Communications hopes to further grow its market share with international pop sensation BTS as its newest face.
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BTS seen to boost Smart's prepaid biz

Al Panlilio, president and chief executive of Smart and chief revenue officer of PLDT, said the group is banking on BTS' massive reach to gain popularity among the Filipino youth.

The global pop superstars are headlining Smart's “Live Your Passion with Purpose” campaign for its prepaid segment.

Panlilio said this campaign is "centered with the youth."

We want to make sure we have an affinity with the youth who are going to be our future customers in, long term. We want to address what they need from us, Panlilio said during a recent virtual briefing.

The Smart executive stressed the group's growth driver is content, and BTS could further drive the demand given its global popularity in the music industry.

At the end of the day, it’s content. The driver of our business today is content and BTS is one global brand. We’ve created a pop culture here. It’s a no-brainer for us to support initiatives like this, it not only grows our brand, it helps the business, at the same time we want to offer it in a simple way, Panlilio said.

Smart last Thursday released its ad campaign featuring BTS.

As of Sunday, the ad campaign posted in Smart's official Twitter account has already garnered about 177,500 likes.

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