TNT wins SMARTIES Gold award for creative collab with Ed Caluag

Smart value brand TNT wins a Gold award at the SMARTIES Philippines for its network campaign under the Creator/Influencer/Celebrity Marketing (Impact Marketing) category.

Photo from TNT

TNT wins SMARTIES Gold

The SMARTIES honors innovative campaigns that drive meaningful impact for brands and businesses.

TNT wins SMARTIES Gold

Launched in February 2026, the campaign was developed with Ace Saatchi & Saatchi and Wavemaker Philippines–WPP Media. It featured paranormal expert and content creator Ed Caluag, who cleverly showcased TNT's network advantage through a humorous ghost‑hunting story.

The video tackled one of mobile users' biggest frustrations: network lag, set inside a haunted house.

As Ed livestreams his investigation, lag repeatedly interrupts his ghost encounters until the annoyed spirits turn the tables on him. The concept transformed TNT’s Best Mobile Latency in the Philippines recognition from Ookla Speedtest Awards into an entertaining, relatable story about responsiveness and reliability.

Premiering on Ed Caluag's digital platforms, the campaign was amplified across Meta, Google, YouTube, and TikTok, generating over 659 million impressions among mobile‑first Filipinos.

The SMARTIES Gold underscores TNT's knack for blending fun storytelling with meaningful product messages, and the power of creator partnerships that make technical benefits more accessible to consumers.

This recognition reflects how we continue to find fresh and engaging ways to bring TNT's brand promise to life. By combining the authenticity and entertainment value of creator content with the strength of our network, we were able to turn a common frustration into a story that Filipinos could relate to and enjoy, said Lloyd R. Manaloto, FVP and OIC for Smart.

The win comes as TNT and Smart continue expanding their 5G network nationwide, with Ookla recently recognizing Smart for delivering the Best Mobile Video Experience in the Philippines.