TNT, Smart Communications’ value brand, took home the Philippines’ Creator/Influencer/Celebrity Marketing gold at the 2026 SMARTIES Philippines awards for a campaign that put paranormal expert Ed Caluag inside a haunted house, where the signal kept breaking.
Smart’s marketing services operations VP Raymond Anthony T. Samarista and representatives from WPP Media Philippines took the trophy, alongside SMARTIES juror Paul Debaprateem of Sodexo Philippines. MMA’s SMARTIES program rewards campaigns for measurable business impact, and entries are grouped under four marketing channels.
The spot first ran in February 2026, with creative from Ace Saatchi & Saatchi and media planning handled by Wavemaker Philippines — WPP Media. Caluag streams an investigation of an old house, and every time a ghost appears the feed stutters. The spirits, tired of the broken stream, start interrupting him right back — a joke that lands because the complaint underneath it is real. TNT’s network holds Ookla’s Best Mobile Latency title in the Philippines.
Smart FVP and OIC Lloyd R. Manaloto said pairing creator content with network strength turned an everyday annoyance into something Filipinos could laugh at.
The video ran first on Caluag’s own channels, then expanded across YouTube, TikTok, Meta, and Google, where it pulled in more than 659 million impressions. Smart frames the creator as a partner in building the story rather than an endorser on a finished script.
The gold lands as Smart and TNT widen 5G coverage nationwide. Ookla’s Speedtest data covering the first six months of 2026 put Smart’s Video Score at 72.82, the highest of any Philippine mobile operator, and handed Smart its Best Mobile Video Experience title for the same period.