Turning Fandom into Connection.

When Smart Communications partnered with global phenomenon BTS, they wanted fans to truly experience the power of their mobile network—not just hear about it. But how do you get people to switch SIM cards in a hyper-loyal market?

Enter the SIM-Synced Lightstick, a first-of-its-kind digital innovation. We transformed fans’ smartphones into virtual "BTS Army Bombs"—but only when connected to Smart’s network, syncing its lights in real-time to an exclusive SmartxBTS music video. The only way for non-Smart users to join? Buy a Smart SIM.

The result? A surge in conversions, the highest mobile data traffic in Smart’s history, and an 11% increase in Smart SIM sales. With over 545 million impressions, the campaign proved that when fandom meets technology, brand loyalty becomes brand action.