Industry

This Is How Smart Snagged BTS For Its Epic Collaboration

How the local telco bagged the world’s biggest band.  
IMAGE SMART COMMUNICATIONS
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BTS is, without a doubt, Smart’s biggest celebrity endorser. Smart confirmed in January that it had snagged the world’s leading pop icons for its 2021 campaign “Live Your Passion With Purpose” to the delight of the Filipino ARMY. BTS banners are already all over EDSA, which the ARMY made known to all by making "EDSA" trend all day on Twitter. And now, the long-awaited commercial of this star-studded collaboration has finally dropped on Smart's socials. 

The video's only been live for less than a day, but it's already going viral.

According to Smart SVP and head of consumer wireless business Jane Basas, the entire commercial, which took 10 hours to shoot, is hidden with Easter eggs reflective of the personal passions and purposes of each BTS member. For example, RM’s library setting is a nod to his love for reading, while Jin is surrounded by greenery as his dream is to be a farmer.

The partnership didn’t happen overnight. According to Basas, it was “a long uphill climb but the whole process was worth it.” The tie-up almost fell through twice, but Smart managed to finalize the deal with the help of PublicityAsia.

By Christmas 2020, the deal was finalized, and by New Year's Day, the contract was signed. The Smart x BTS partnership coincides with Smart’s newly introduced Double Giga Data products that lets customers double their data for digital platforms.

In Smart's Q&A presscon, BTS shared that they're eager to visit the Philippines once the pandemic is over. As champions of youth empowerment, BTS fits perfectly with Smart’s passion and purpose campaign, especially as their loyal fanbase sets up community pantries for the poor in their name.

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Of course, the worldwide fame didn’t hurt as well. 

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Anri Ichimura
Section Editor, Esquire Philippines
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