The TNT SMARTIES Philippines victory has officially been announced, recognizing the telco’s innovative network campaign in the Creator, Influencer, and Celebrity Marketing category.
Turning the frustration of mobile lag into comedy inside a haunted house proved to be an absolute masterclass in brand storytelling.
Haunted House Livestream Tackles Mobile Latency with Humor
Developed in collaboration with Ace Saatchi & Saatchi alongside media agency Wavemaker Philippines, the campaign starred renowned paranormal expert and creator Ed Caluag.
The concept centered on Ed conducting a paranormal livestream from an eerie haunted house, only to have his supernatural encounters repeatedly stalled by mobile lag.
Hilariously, the ghosts themselves grew exhausted by the buffering stream before offering a TNT 5G Saya SIM to fix the connection.
Because of using humorous pop-culture tropes helped translate abstract network terminology into practical benefits that resonated with everyday subscribers.
Ookla Latency Leadership and 659 Million Digital Impressions
The foundation of the creative execution was TNT’s official recognition for delivering the Best Mobile Latency in the Philippines by Ookla Speedtest Awards.
After debuting on Ed Caluag’s social channels, the campaign expanded across Meta, Google, YouTube, and TikTok, generating more than 659 million impressions nationwide.
This award also arrives as parent network Smart earned Ookla recognition for providing the Best Mobile Video Experience in the country during the first half of 2026.
You can watch the award-winning collaboration video directly on YouTube.
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