TNT’s campaign using paranormal investigator Ed Caluag to promote mobile network performance has won gold in the Creator/Influencer/Celebrity Marketing category at SMARTIES Philippines 2026, recognizing its use of entertainment to communicate a telecommunications service benefit.
The campaign, launched in February, was developed by Ace Saatchi & Saatchi, with Wavemaker Philippines under WPP Media handling media planning and distribution. It used a haunted-house scenario inspired by Caluag’s ghost-hunting videos to demonstrate the effects of network lag on mobile users.
In the campaign video, Caluag livestreams a paranormal investigation but repeatedly encounters connection delays. The interruptions frustrate the ghosts he encounters, which eventually turn the situation against him. The storyline turns a technical issue affecting mobile applications and livestreaming into a humorous narrative.
Smart Communications Inc., which operates TNT as its value brand, said the concept drew on TNT’s recognition for Best Mobile Latency in the Philippines at the Ookla Speedtest Awards. Latency refers to the time it takes for data to travel across a network, a factor that can affect the responsiveness of online activities.
“This recognition reflects how we continue to find fresh and engaging ways to bring TNT’s brand promise to life,” said Lloyd R. Manaloto, Smart first vice president and officer in charge.
“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,” he added.
The campaign initially appeared on Caluag’s digital platforms before being amplified across Meta, Google, YouTube and TikTok. It generated more than 659 million impressions, according to Smart.
The award recognizes the campaign’s marketing approach, while the reported impression count measures its reach across digital platforms. Neither figure independently establishes actual improvements in network performance or changes in consumer behavior.
TNT and Smart continue to expand their 5G networks across the Philippines. Smart also cited a separate Ookla recognition for Best Mobile Video Experience in the country in the first half of 2026.
The campaign video is available on YouTube.
