KiQ Mobile debuts as Smart's first fully app-based service, crafted by DDB Philippines

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Smart Communications has launched KiQ Mobile, the country’s first fully app-based mobile service for Gen Z, with DDB Philippines leading the creative campaign.

The campaign was developed through Espresso+, DDB’s dedicated telco unit, and positions KiQ as a “digiflex” service where users can build their own plans, tailoring data, calls, texts, and add-ons to fit their individual needs.

“KiQ’s powerful and dynamic platform enables users to personalise offers and unbundle services, giving them full control and flexibility over their mobile lifestyle,” said Anastacio (Boy) R. Martirez, Smart’s chief operating officer.

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Lloyd Manaloto, FVP for TNT, KiQ, and product innovations, added: “KiQ is your world, reflected back but only smarter. It adapts, personalises, and evolves, just like you.”

At the centre of the campaign is a high-energy brand film featuring three ambassadors: Dylan Menor (The Binger), H2WO (The Gamer), and AC Bonifacio (The Content Creator). Each talent moves through immersive, shape-shifting worlds that mirror their passions - from cinematic marathons to competitive gaming and creator-driven content.

The transitions are deliberately seamless, underscoring KiQ’s adaptability. Backed by a futuristic soundtrack and bold visuals, the spot carries the rallying message: your mobile world, your way.

The campaign was crafted end-to-end by Espresso+, under Arnold Liong and John Lucas.

“We are proud to be part of this innovation from concept, name, strategy, and campaign execution,” said Liong, noting that the work reflects the creativity and agility required to resonate with Gen Z audiences.

The spot was directed by Sid Maderazo with Argem Vinuya under Provill, and produced by Plan B Production. Post-production was handled by Greenroom Digital Studios, with sound design by Kerplunk! Studios.

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