TV ad: TNT Philippines: Pigeons

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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 SIM cards to be registered before April 26, 2023. All SIM cards unregistered by April 26 will be deactivated.

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

Objective: Come up with a campaign to drive more people to register their TNT telco SIM cards. This way, more people observe the law, and TNT telco is able to preserve its number of subscribers (and not lose them to deactivation).

In the film 'Tatoo,' we dramatize one pain point of not registering your SIM--you won't get Over-The-Phone (OTP) codes, so you won't be able to transact with banks and other financial institutions.

In 'Pigeons,' on the other hand, we depict the consequence of losing your network connection, so you won't be able to use your social media accounts anymore.

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Results

'Tattoo'
Views: 27,697,366
Shares: 45,380

'Pigeons'
Views: 13,043,689
Shares: 14,087

Most importantly, in just 10 days, the campaign drove 6,898,546 TNT telco subscribers alone to register their SIM cards.