Smart Gilas ‘#Laban’ makes SPIA shortlist

MANILA, Philippines - The campaign of Smart Communications (Smart) to garner support for Gilas Pilipinas at last year’s FIBA World Cup was recently named among the best sports marketing programs in Asia.

Smart’s #LabanPilipinas campaign was shortlisted in the inaugural run of the Sports Industry Awards (SPIA) Asia, along with other entries from the Philippines, Hong Kong, Singapore, and Indonesia.

SPIA Asia is organized by Dubai-based sports advertising and communication firms MMC Sportz and Sport 360, in partnership with the Philippine Sports Commission and Philippine Olympic Committee. It was created to recognize those who have contributed to the growth and development of sports across Southeast Asia.

SPIA Asia winners will be presented in ceremonies to be held at New World Makati on Oct. 2.

To drum up support for Gilas Pilipinas, Smart created the Laban Pilipinas campaigns page where Filipinos could see tournament schedules, Gilas Pilipinas activities, updates, and promos. Smart also released online advertisements and promotional posts on Twitter and Instagram.

The country’s mobile leader provided live and ad-free streaming of Gilas Pilipinas games via Viewstream, a mobile application which can be downloaded for free on Android devices. This allowed Filipino fans to watch their idols live, even if they were stuck in traffic or did not have access to TV.

Smart used its award-winning music streaming service SPINNR to feature the favorite songs of each Gilas player. Moreover, it conducted online promos where netizens were encouraged to express their support for the team using their social media accounts. Promo winners were given limited-edition Gilas Pilipinas merchandise like shirts, caps, tumblers, and baller IDs.

Smart also held viewing parties and other activities in schools, bars, sporting venues, and malls. It also put up billboards and used traditional media to inspire support for the team.

Smart is a staunch supporter of sports development in the Philippines. Aside from backing Gilas Pilipinas, it supports other national teams like the Azkals, as well as the activities of various sports organizations. Its chairman Manny V. Pangilinan is known as one of the country’s foremost sports patrons.