TNT’s Viral SIM Registration Video Scores Gold Again

TNT’s Viral SIM Registration Video Scores Gold Again
Winning Big at ADFEST 2025

TNT, the value brand under Smart Communications Inc., is proving it knows how to make waves. Its viral SIM Registration video, “Mother,” has once again struck gold—this time in the Effective Lotus category at ADFEST 2025, Asia’s premier festival of advertising creativity.

This triumph comes on the heels of its Film Lotus Gold win at last year’s festival, where it outshined approximately 200 entries. With back-to-back accolades, TNT’s creative approach is cementing its place as a leader in impactful advertising.

The Story Behind “Mother”

Produced in collaboration with GIGIL and Arcade Film Factory, the one-minute and 28-second video uses absurd humor to drive home a serious message: SIM registration matters.

The campaign tells the story of a mother drenched in rain outside her home, unable to enter because her family didn’t recognize her unregistered mobile number. It’s a clever yet quirky take on TNT’s mission to encourage subscribers to register their SIMs under the SIM Registration Act, which aims to protect users from spam and scams.

ADFEST jurors praised the campaign for its measurable impact, with judging criteria focused on Creativity, Strategy, Execution, and Results. True to TNT’s brand essence, the video balances hilarity with a clear call to action.

Big Numbers, Big Results

Launched in April 2023, TNT’s SIM Registration campaign videos quickly went viral, racking up over 100 million views across Facebook, YouTube, and TikTok. Viewers couldn’t help but share the “unskippable” content organically, praising its creativity and humor.

But the numbers don’t stop there. Within just 10 days, the campaign drove over 7 million SIM registrations—a testament to its effectiveness. TNT has successfully leveraged humor to inform, engage, and deliver real results.

A Streak of Award-Winning Creativity

As of the end of 2024, TNT remains the biggest mobile brand in the Philippines, boasting nearly 35 million subscribers. Its success goes beyond customer numbers, as its creative campaigns continue to stack up awards:

Additionally, “Mother” earned the Force for Good Award at the 2024 YouTube Works Awards Philippines and was cited as Best Ad of the Week by Bestads. The video was even shortlisted at the New York Festivals 2023 Advertising Awards—an impressive feat for the brand.

Celebrating 25 Years of Excellence

Winning the ADFEST Effective Lotus Gold is a fitting milestone for TNT as it celebrates its 25th anniversary. Dubbed “AniberSaya 25,” the anniversary highlights TNT’s journey as the people’s mobile brand—delivering affordability, reliability, and meaningful experiences for Filipinos.

“TNT continues to thrive thanks to the trust of almost 35 million subscribers,” said Lloyd R. Manaloto, FVP at Smart Communications. “We share this recognition with them as we remain committed to protecting and informing our customers through creative campaigns.”

With its superior network and value-packed offers, TNT shows no signs of slowing down. It continues to champion accessibility, affordability, and fun for ordinary Filipinos while setting the bar for impactful advertising.

For more information, follow TNT’s official accounts on Facebook, X, and TikTok, or visit its official website at https://tntph.com