- [email protected]
- (02) 8711 7190
The Philippines is known for celebrating the rich diversity of its regional cultures through vibrant local festivals. Every October, Bacolod City celebrates the Masskara Festival with smiling masks — a declaration of resilience by the people of Bacolod, showcasing their ability to overcome challenges and hardships.
The word “Masskara” literally translates to “many faces,” symbolizing the spirit of joy amid adversity.
To achieve Smart’s goal of creating a campaign that brings the network closer and more immersed in Filipino culture, the initiative focused on creating an opportunity for people from different regions to gather and celebrate Masskara Festival together.
Participating in high-traffic, major events aligned with Smart’s objective of highlighting its latest usage offers, showcasing network superiority, and increasing new subscriber acquisition and visibility — all while promoting cost-efficient offers and plans to a highly targeted audience.
After a two-year hiatus from face-to-face celebrations caused by the pandemic, the event also served as a reminder that it was time to reconnect and move forward stronger than before.
The goal: to deliver not only desirable business results but also a safe, engaging festival experience adapted to the times.
Thus, the Powered-Up Masskara was born — an upgraded network service campaign and a fresh, innovative take on the traditional Filipino festival experience.
The booth design was inspired by a cyberpunk, future-forward theme and was situated on the busy Lacson Street in Bacolod City from October 21–23, 2022.
It featured multiple experiential areas where locals and tourists alike could engage with the Smart brand and its latest promotions
Upon arrival, guests were welcomed by brand ambassadors clad in sleek, futuristic cybercore uniforms, holding exciting callouts that invited festivalgoers to explore the booth.
The first stop was an Instagram-worthy photo area, designed with green LED-outlined lightning bolts symbolizing “power.”
At the heart of the booth, brand ambassadors and booth marshals encouraged attendees to treat the space like a TikTok stage — dancing their hearts out and creating organic brand recall for the PowerAll99 promo, which offered unlimited data for TikTok use.
A seated lounge area allowed guests to relax and recharge their devices, helping them stay “powered up” for the day’s festivities.
Strategically placed brand representatives also promoted Smart’s postpaid and prepaid subscriptions, encouraging both new and existing subscribers to upgrade their experience.
On the second day, Smart Night took over — a pop-up concert featuring the hottest local artists and DJs, designed to energize and engage the crowd even further.
This execution strategy proved highly effective, generating mass traction from festivalgoers and successfully amplifying Smart’s messaging of upgraded service and superior network experience.
Throughout the event, adherence to evolving safety protocols was a top priority, ensuring the health and enjoyment of all attendees.
The success of Powered-Up Masskara is a testament to the power of smart planning, cultural connection, and community-first experiences — all while reinforcing Smart’s commitment to empowering its customers in every celebration.
Curious? Check out the event highlights!
—
Ready for your next event? Looking for your next collaborator? Reach out at [email protected] or DM us on Facebook and Instagram.
Let’s make it happen!
