Cannes Lions

SIM Registration Campaign

GIGIL, Taguig / TNT / 2023

Film
Film
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Overview

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Credits

Overview

Background

There are 169M cellphone subscribers in the Philippines, and most of them have unregistered Subscriber Identity Module (SIM) cards.

Unregistered SIM cards can be used by criminals to scam, smish, and commit other forms of mobile fraud, because with them, crooks can act anonymously and avoid detection.

That's why the Philippine government passed a law requiring all SIMs to be registered before April 26, 2023. All SIMs unregistered by April 26 will be deactivated.

Problem: Only 29% of all 169M SIMs had been registered by March 2023.

Objective: Come up with a campaign to drive more people to register their TNT telco SIMs.

This way, more people observe the law, and TNT telco is able to preserve its number of subscribers and source of revenue (and not lose them to deactivation).

Execution

How can a guy claim his money remittance, when he's being asked an Over-The-Phone code when he doesn't have a phone with network service?

Outcome

Total Views:

27,697,366

Shares:

45,380

Engagements:

278,419

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