Last night was the amongst other things the Cannes Lions Mobile awards night. Above is the brilliant Grand Prix Mobile winning case study from DDB for Smart.
Smart, the Philippines’ largest telecom, took sim cards and turned them into a free school text book delivery mechanism called Smart TXTBKS.
Over six months, they collaborated with respected textbook authors and publishers to refine official school texts into 160-character text messages. These were then programmed into the inboxes of thousands of inactive surplus sim cards. Which were then repackaged into brand new Smart TXTBKS.