Music Tech & Digital

Oh My My My: Smart + BTS Campaign has me living my passion and purpose

It’s 4:50 p.m. and my phone is on the ready. I’ve got my browser loaded to the Smart website, ready for my mobile light stick to start buzzing as Filipino ARMYs wait for BTS, the biggest pop sensation in the world (and in my life), to launch their first ever campaign with a Filipino brand.

MANILA, Philippines — It’s 4:50 p.m. and my phone is on the ready. I’ve got my browser loaded to the Smart website, ready for my mobile light stick to start buzzing as Filipino ARMYs wait for BTS, the biggest pop sensation in the world (and in my life), to launch their first ever campaign with a Filipino brand.

Five o’clock and there it goes. My phone buzzing, the #SmartBTS commercial playing, Dynamite is blasting, and the OT7 are on the Penrose Stairs — a symbol for defying impossible situations.

Golden maknae Jeon Jungkook opens the video as he goes up and down a staircase, which appears to represent the entrance to a recording studio with the words keep inspiring. RM, good ol’ BTS’ leader, says, keep learning. Dance leader J-hope is grooving on a disco set tells us to keep moving. Mr. Worldwide Handsome and my bias, Jin, says, keep chasing your passion. V is seen at the subway escalator reminding us to keep exploring. Suga, being the music genius that he is, is seen in a musical-inspired staircase with the words keep living your purpose; Jimin is seen in a building fire exit with the words, keep connecting.

SmartBTS campaign video


The SmartBTS campaign was created with the Filipino youth in mind, as they navigate a digital-savvy and now pandemic-laden world. Smart wanted to inspire Filipinos to be online and stay connected with a purpose. 

Jane Basas, Smart’s Senior Vice President and Head of Consumer Wireless Business says, “They [Filipino youth] discover interests and they nurse them to passions with hopes of attaining a meaningful purpose not just for themselves but for others. They are invested in a world that they think they can make better through collective effort. So the ad has to have the young people’s shared values, embodied and reflected to the world by BTS.” She adds, “Everyone has their own mountains — in this case, stairs — to climb, and the positive attitude to get to the destination with vigor, passion, and joy makes the difference. And while everyone is in the situation that we are in, a detour in life’s journey, the ad is meant to encourage us to keep on going.”

Everyone knows that BTS didn’t start from the top. They had to work their way up, slowly moving from mini stages to stadium tours, and what got them going was a clear vision of their passion and purpose. RM, says “Our passion and purpose are to encourage and inspire people with the music and dancing we love… I think that’s everything.” The boys’ love for their fans is also evident as Jin shares, “my passion is to please ARMY,” and V adds, “I want to give encouragement and healing to ARMY’s life with great music.” Their fans serve a part of BTS’ purpose, according to Suga, “What makes us [BTS] move is the ARMY waiting for us,” Jimin adds, “The passion of the team comes from longing for the stage and wanting to do music. And the reason and purpose of course, will be ARMY.”

To up the ante for both the campaign and Smart data users, Smart also revealed their Double Giga Data — a set of products that allows subscribes to get double giga for digital platforms they use whether it’s for videos, social media, study, and work. This double gig is especially needed now as we navigate through the second year in lockdown, with both kids and adults continuing to learn, work, and play at home.

Smart also launched their Smart + BTS microsite full of behind-the-scenes content with the OT7. Exclusive to Smart users only, the site holds special SmartBTS images, such as Mr. Worldwide Handsome in his signature sweet smirk, RM smiling with open arms — almost as if inviting you to keep learning with him in his magic shop (read: library); Suga being chill in front of music notes; J-hope with his quirky smile; V and his sultry eyes piercing your soul (swoon!); Jimin being the ultimate cutie;  and Jungkook smiling in front of the camera.

Aside from all these photos, you can relive the concert experience with Smart’s special BTS mobile light stick as you watch (and re-watch) their SmartBTS commercial. To top it all off, exclusive Smart + BTS photo cards are already in production and will be available to Smart users soon.

As the launch wraps up, BTS gives their message to Filipino ARMYs. Jungkook shares, “It would be nice if you had a clear purpose. I hope that you will think about and judge your realistic environment, and do what you need to do, one by one.” J-hope adds, “Since you’re born in this world, I think challenging the world with a sense of purpose is one of the important factors to enjoy life.” 

It’s 6:13 p.m. (wink, wink) and I’m still on a BTS-high. It’s time to come down to reality and face my own Penrose stairs, but as Smart and BTS said, as long as I live my life with passion and purpose I’ll get through it because after all — life goes on.

Visit https://www.smartbts.com.ph for more #SmartBTS.

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