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Jul 1, 2013

TXTBKS Grand Prix campaign reflects Philippines' "texting capital" status

MANILA - The Philippines has proved that it is “the texting capital of the world”, with the country’s first Grand Prix campaign––textbook-by-SMS campaign TXTBKS.

Developed by DDB DM9JaymeSyfu and telco company Smart Communications, the campaign aimed to ease the backpack burden of young students by converting textbook content into SMS-sized chunks, loading those SMS-based textbooks onto SIM cards and delivering the SIM cards to students.

Aste Gutierrez, the agency's associate creative director, told Campaign Asia-Pacific that the campaign truly reflected the Filipino culture, as the country has been called the “texting capital of the world” for...

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