The new campaign, developed by Cream Communications Group, introduces Smart Bong ('Bong' means 'friend' in Khmer), a new 3D character, as mascot for the brand.
Brenden Arnold, Cream CEO, says the 3D character is aimed at bringing a modern and innovative personality with an approachable and thoroughly likeable feel to the brand.
The campaign is supported by a 40-second TV spot, print and outdoor, followed by discreet product offer communications.
The campaign marks the beginning of the new Smart brand, which was formed with the merger of Smart Latelz and Hello Axiata in February this year. With five million subscribers in Cambodia, the new brand is under the Malaysia-based Axiata Group, which has more than 215 million subscribers in Southeast Asia.
Client Smart Axiata
Chief marketing officer Kokleong Yap
Head of marketing Taing Sokun Pisith
Marketing communications manager Sambo Sopheavatey
Creative agency Cream Communications Group
Creative group head Rotha Kong
Planner Brenden Arnold
Account manager Vanthy Huon
Production company ithinkasia
Producer Justin Stewart
Head animator Kyra Bartley