Dynamic Marketing Communiqué

This telecommunications company made history with ONE smartphone… Here’s how! [Friday: Gorillas of Guerrilla Marketing]

March 15, 2024

What’s a surefire way to create an unforgettable marketing campaign?

Some would suggest composing a catchy jingle.

Others might propose filming a tear-jerking commercial, or building a massive, public landmark.

One mobile company did none of these things…

… Yet, its campaign made history.

The feat?

Recording the world’s longest travel livestream!

This remarkable achievement was earned by none other than…

Talk N’ Text (TNT)!

Photo from Rappler

The Filipino telecommunications brand is known in the Philippines for its affordable cellular service offerings.

For its campaign, TNT wanted to showcase the strength of its mobile internet service.

So, on November 4, 2023, TNT launched the “Petmaloop Challenge.” This TikTok campaign was a travel livestream that involved 33 content creators.

Their task?

Using a TNT-powered smartphone, each of the participating content creators had to continuously stream travel destinations, food spots, and other interesting places in their hometowns before passing the phone to the next creator.

The immersive experience showcased the appeal of various towns around Metro Manila. The livestream encompassed a remarkable 75 kilometers from Bustos, Bulacan before ending at the iconic Rizal Park in Manila.

With the successful completion of the challenge, the livestream ended up lasting over 26 hours!

But wait, there’s more!

Photo from Adobo Magazine

The feat earned TNT the prestigious Guinness world record for the longest uninterrupted travel livestream on November 23, 2023.

Moreover, the livestream, identified by the hashtag #petmaloopchallenge, amassed worldwide attention with an incredible 33.2 million views on TikTok.

This stunning achievement not only amplified the brand’s visibility, but also showcased diverse travel destinations.

TNT’s record setting campaign puts forward valuable lessons:

  • First, the campaign aimed high, ultimately setting a historical record that will forever be associated with the brand. Thinking outside the box is a must to create an impactful and memorable campaign. 
  • Lastly, the campaign was bolstered by solid logistical planning and consistent teamwork across different locations. Without these, the livestream challenge would not have been possible, much less continuously stream for more than 26 hours.

The best way to create an unforgettable marketing campaign is to be innovative. At the same time, it’s equally vital for marketers to coordinate a creative campaign on feasible logistics and a well-organized game plan.

We hope you find today’s topic insightful and interesting!

Remember: As renowned author Antoine de Saint-Exupery once said, “A goal without a plan is just a wish.”

An ambitious marketing campaign takes painstaking effort and coordination, so thoroughly plan for every step of your campaign and collaborate with the right people!

Turn your dream campaign into reality with these lessons in mind!

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing can be inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you find this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”


Kyle Yu
Head of Special Projects
Valens Dynamic Marketing Capabilities
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