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Aug 3, 2011

SMART’s Campaign Challenge finds some winners

Competition in the telecom industry has brought about great promotional packages to the public. SMART, the smaller of two telephone carriers, has been most aggressive in its marketing campaign. On Tuesday, the winners of the recent Smart Campaign Challenge received their accolades. News Five’s Isani Cayetano found out that the Speednet campaign is targeting smart students.

Isani Cayetano, Reporting

Since opening its doors for business in March 2005 Smart has been one of only two cellular service providers in the Jewel.  Over the past six years it has grown significantly, expanding its coverage nationwide.  Along with physical growth however is a need for the company to command a greater market presence.  A deluge of aggressive ad campaigns of late has forced the marketing department to think outside of the proverbial box.  Enter a trio of sixth form students.  With no experience in product development these young ladies have managed to pitch a proposal to Smart executives that might very well be up for careful consideration.

Nicole Flowers

Nicole Flowers, Winner, Smart Marketing Campaign

“Smart will go to the different schools on orientation day and that is where they will put up their booth and then they will sell their products to adolescents our age.  They will sell their product to them and show them what services Smart has to offer, the plans, the phones and since our motto and whatnot is ‘Discover Your Smart Fit’ they will find that there is a phone and a plan for each and every person regarding to like their needs and what lifestyles they have.”

Together Nicole and her teammates Dona and Myra have submitted the winning entry after eight weeks of research, survey and planning.  According to Public Relations Manager Ian Courtenay, the idea was to engage the competing teams in analysis.  Most importantly nonetheless, is the message the ad would be sending.

Ian Courtenay

Ian Courtenay, Public Relations Manager, Smart

“Would it inspire the audience to take action or to come into our showrooms or so on.  Was it focused on service or a benefit to the customer [and] that kind of thing.  The research segment of it, you know, did they do a survey or a poll.  Did they get the demographics of the market, that kind of thing.  A budget which is very important of course.  The budget for making the ad, the budget for running it and so on.  How realistic it was to, you know, today’s figures and so on.  So they had to get out there and do some work to get at this thing.”

For Dona, as painstaking as the market study may have been, it was made somewhat easier because they were provided with an idea of what the company was looking for prior to the start of the competition.

Dona Tillett, Winner, Smart Marketing Campaign

Dona Tillett

“Smart gave us an outline of what they wanted so all we needed to do was send in those same parts with our ideas in it.  So once they said they wanted this, that and that then we just gave them our ideas on that part.”

Myra Cardona

Myra Cardona, Winner, Smart Marketing Campaign

“It was very interesting to see how they would [be] utilizing our ideas and because it’s something that we just researched and we just brainstormed it and came up with something and then we decided to put it up in the marketing campaign.”

The competition, albeit in its first year, has gathered enough momentum to propel forward.  Its participants were on hand this morning to be formally recognized for their efforts in further promoting the ubiquitous orange, white and blue.

Ian Courtenay

“It was a two-month process.  We then formed a group, a committee to select, once we had received the submissions.  We received, for this first time, we received about twelve submissions.  From that we formed a group and individually five members of the committee took home or in the evenings worked on judging these submissions and then we came together as a group and came up with the winners.”

The first place winners were each awarded an iPad tablet pc while the runners up took home cell phones courtesy of Smart. Reporting for News Five, I am Isani Cayetano.

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Viewers please note: This Internet newscast is a verbatim transcript of our evening television newscast. Where speakers use Kriol, we attempt to faithfully reproduce the quotes using a standard spelling system.

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1 Response for “SMART’s Campaign Challenge finds some winners”

  1. belizeanpride says:

    nice way to show some customer appreciation, when will BTL do that? simply never!!!

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