Korean Celebrity Promotions And Freebies From Smart Communications

Smart Communications, a wireless subsidiary of PLDT in the Philippines, has implemented a distinctive marketing strategy utilizing Korean celebrities to promote its services and engage with subscribers. Among these endorsements, actor Hyun Bin has played a prominent role in various campaigns, along with his Crash Landing On You co-star Son Ye Jin. This article examines the promotional activities, freebies, and special offerings associated with Smart's celebrity partnerships, with particular focus on Hyun Bin's involvement.

Celebrity Marketing Strategy in the Philippine Telecom Market

Smart Communications has developed a reputation for leveraging high-profile Korean celebrities in its advertising campaigns. The company's strategy aligns with the popularity of Korean dramas and celebrities among Filipino audiences, creating a powerful connection between its brand and culturally relevant figures. According to Jane Basas, SVP and Head of Consumer Wireless Business at Smart, the "Hyun Bin Phenomenon" is significantly driven by digital technology, which enables Filipinos to stream his shows, engage with online buzz, and interact through social media.

This digital connection makes Korean celebrities like Hyun Bin ideal ambassadors for Smart's services. The company emphasizes how these celebrities embody its brand promise of technological solutions that are "made simple" so that subscribers can enrich their daily lives and pursue their passions. Smart's approach demonstrates how telecommunications companies can leverage cultural trends and celebrity appeal to enhance brand recognition and subscriber engagement.

Hyun Bin's Partnership with Smart Communications

Hyun Bin's collaboration with Smart began after the phenomenal success of his drama series "Crash Landing On You" in the Philippines. The partnership was first announced in June with the "Simple, Smart Ako" campaign, which showcased the speeds provided by Smart LTE and Giga Promos. This campaign highlighted the "Giga Life for everyone" concept through various promos catering to different customer needs and interests.

Hyun Bin's involvement generated significant excitement among Filipino fans. The campaign was so anticipated that details about his partnership with Smart leaked two days before the official release, creating additional buzz around the announcement. Following the official reveal, Hyun Bin conducted an interview with Metro.Style, and exclusive SMART freebies became available to subscribers.

In July, Hyun Bin made a personal appearance in Manila, where he was featured in black attire, accompanied by a luxury sports car, with green lights flashing across the district. During this event, he addressed fans in Tagalog, delivering memorable lines such as "Simplè, SMART Ako" and "Mahal ko Kayo, Smartees," which were well-received by attendees. This physical presence in the Philippines demonstrated Smart's commitment to creating immersive experiences for subscribers beyond digital promotions.

The Kim Taepyung Starter Pack

One of the most specific free offerings mentioned in connection with Hyun Bin's Smart partnership is the "Kim Taepyung starter pack." According to available information, this starter pack was provided to customers who purchased a SMART prepaid SIM card or load card. The details about what specific items were included in the starter pack are limited in the source material, though it appears to have featured Hyun Bin's image and possibly related to his character in Crash Landing On You.

The availability of these starter packs was tied directly to product purchases, suggesting a promotional incentive rather than a no-cost sample. This approach aligns with common marketing strategies where branded merchandise is offered with product purchases to enhance customer acquisition and retention.

Smart GigaFest and Promotional Events

Smart Communications organized GigaFest, a month-long activity designed as a way of "giving back" to subscribers across the Philippines. This event showcased world-class entertainment, e-sports tournaments, digital innovations, promos, and freebies. The timing of GigaFest followed the successful ad campaigns featuring Hyun Bin in June and Son Ye Jin in August, indicating that the celebrity endorsements were part of a broader promotional strategy.

During GigaFest, Smart utilized its LTE network to deliver a variety of online events to subscribers. The event represented an opportunity for the company to demonstrate the capabilities of its network while providing entertainment value to customers. While specific details about the freebies offered during GigaFest are limited in the source material, the event was positioned as a subscriber appreciation initiative with multiple components beyond just the celebrity endorsements.

Smart Hallyu Hangouts Virtual Events

Building on the success of its celebrity endorsements, Smart launched Smart Hallyu Hangouts, a series of virtual events designed to bring Filipino fans closer to their favorite Korean celebrities. Following the initial events featuring Smart endorsers Hyun Bin and Son Ye Jin in July, Smart partnered with the OTT streaming service Viu to present Park Seo Jun's Hallyu Hangouts episode live and exclusively on the GigaPlay App on November 13.

The accessibility of these virtual events was tied to Smart's services, with Smart Prepaid and TNT users required to subscribe to any Giga K-Video mobile data promo to watch the live events. This approach created a direct connection between Smart's data offerings and exclusive content, encouraging subscribers to purchase specific data packages to access premium celebrity experiences.

The GigaLife App for Subscriber Management

As part of its digital ecosystem, Smart launched the GigaLife App, which offers subscribers a simple and convenient way to manage their digital activities. The app provides functionality for balance and account details inquiry, promo and add-on registration, account reloading, viewing of billing statements, bills payment, and reward points redemption.

While not directly related to Hyun Bin's partnership, the GigaLife App represents Smart's broader strategy to enhance subscriber experience through digital tools. The app likely serves as a platform through which promotional content, including celebrity-related materials, can be distributed to subscribers, creating additional value beyond basic telecommunications services.

Hyun Bin and Son Ye Jin Joint Campaign

The culmination of Smart's celebrity marketing strategy featuring Crash Landing On You stars came with a Valentine's Day TVC featuring both Hyun Bin and Son Ye Jin. This marked the first time the co-stars appeared together on screen since their drama concluded, creating significant excitement among Filipino fans.

The TVC, which featured Ben & Ben's original song "Inevitable" in the background, depicted the two actors searching for each other in a crowded city with 5G technology facilitating their connection. This imagery parallezed how Smart's 5G network enables connections that might otherwise be impossible. The commercial was developed in response to fan enthusiasm, with many expressing their desire to see the two stars together using the hashtag #InSmartWeTrust.

According to Jane Basas, this joint TVC wrapped up an online clamor that began with Hyun Bin's "Simple. Smart Ako" TVC in June, followed by Son Ye Jin's Smart Signature TVC in August. The progression of these campaigns demonstrated Smart's ability to build anticipation and deliver on subscriber expectations, creating a narrative arc that engaged fans throughout the promotional period.

Conclusion

The provided source material offers limited but specific information about the promotional activities and freebies associated with Hyun Bin's partnership with Smart Communications in the Philippines. The most concrete free offering mentioned is the "Kim Taepyung starter pack," available with the purchase of a SMART prepaid SIM card or load card. Additional promotional value came through virtual events like Smart Hallyu Hangouts, exclusive content access through the GigaPlay platform, and subscriber appreciation events like GigaFest.

It's important to note that these promotional activities were specifically targeted at the Philippine market and may not be available to U.S. consumers. The information available does not indicate any traditional free samples or mail-in sample programs typically associated with consumer product promotions in the United States. Instead, Smart's approach focused on leveraging celebrity appeal to enhance brand recognition and drive subscriber engagement through exclusive content and experiences.

The effectiveness of Smart's celebrity marketing strategy is evidenced by the significant fan engagement and positive response to its campaigns featuring Hyun Bin and Son Ye Jin. By aligning with popular Korean celebrities and creating content that resonated with local audiences, Smart successfully differentiated its services in a competitive telecommunications market.

Sources

1. Random Petite - Smart x Binjin
2. LionHeart V - Smart LTE Boosts
3. GizGuide - Smart Hyun Bin Campaign
4. eLifestyle Manila - Hyun Bin and Son Ye Jin
5. Metropoler - Park Seo Jun
6. GadgetMatch - Smart Communications