IN an effort to snag younger consumers, Smart Communications, Inc. launched its “Live Your Passion with Purpose” campaign with one of the world’s leading pop icons, the Korean boy band BTS. This is Smart’s first collaboration with the Grammy-nominated artists.

On Thursday, Smart dropped the TVC featuring the seven BTS members — Jung Kook, RM, j-hope, Jin, V, Suga, and Jimin — walking up and down seven iterations of The Penrose Stairs which is “symbolic of defying impossible situations.” The campaign is set to two of the band’s most recent hits, “Life Goes On” and “Dynamite.”

An hour after its launch at 5 p.m. on April 22, the TVC earned more than 156,000 views and 120,000 views on Smart Communications’ official Facebook and YouTube pages.

“BTS won over the hearts of millions all over the world not just with their talent, but also with their messages of hope and inspiration,” Jane J. Basas, Smart SVP and Head of Consumer Wireless Business, said in a statement.

During an online press launch held over Zoom on April 22, Ms. Basas said that the campaign is targeted to the younger generation of consumers.

“We wanted to pivot the messaging of the brand and for the brand to start talking to the younger generation of Filipinos, the Gen Zs. We felt that what’s unique about this generation is that they know their voice. They know their capabilities. They know they’re a talented bunch, but what makes them unique is that they believe that… they can change the world,” she said. “And we were looking for talents that can deliver that message [which] is BTS.”

“This campaign is centered really with the youth. We want to make sure that we have the affinity with the youth. They are the future customers for us long term. We want to make sure that we’re able to address what their needs are from us,” Alfredo S. Panlilio, Smart President and CEO said of the campaign’s expected contributions to the business.

“The drivers of our business today is content. Everybody wants to go online, to listen to music, to watch movies. And BTS is one global brand,” Mr. Panlilio added.

Alongside the TVC launch, Smart also launched the Smart x BTS microsite ( which is exclusively for Smart Prepaid, Postpaid, Infinity, Bro, TNT and PLDT Prepaid Home Wifi subscribers.

The microsite offers exclusive BTS content including a feature to view the TVC using mobile light sticks. Smart will soon announce the release of BTS photocards as part of the campaign.  — Michelle Anne P. Soliman