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Work

Let’s Move

Let’s Move

Michael Carnevale

Michael Carnevale

January 22, 2019

Your life, business, and passions forward.

"We thrive by creating partnerships and fostering relationships."

Jos Ortega, Chairman & CEO, Havas Group Philippines, talks to us about Havas Ortega’s latest campaign for LBC Express, and how they revamped their digital footprint to be more culturally relevant.

 

Give us some background on LBC and the agency’s relationship with them.

LBC is an express delivery and cargo shipping company in the Philippines. It’s a leading brand of 24-hour door-to-door delivery for the country.

In 2018, LBC decided that it needed a new approach to marketing. It requested its two AORs, Havas Ortega for media and Dentsu/ASPAC for creative and digital, to share perspectives on this topic.

Dentsu/ASPAC presented a communications plan. We came back with a business solution and a digital partnership proposal. We’ve helped LBC not just in their digital transformation process, but also in their accompanying cultural transformation.

What’s different about this “Let’s Move” campaign, compared to other spots LBC has done in the past?

This campaign was meant to move the brand forward by taking a different perspective in its communication approach. Whereas previous campaigns focused on communicating how LBC’s services affect people’s lives, businesses, and communities in the Philippines, this new campaign refreshes the brand by changing its tone and stance and making the message more about dialogue and engagement with its customers. It shifts the approach from a “me-centric” conversation to “you and us.” It signals that LBC is a brand that doesn’t just move its audience, it moves with them.

When the company began overhauling its platforms and other solutions (all in an effort to be in a position to better respond to the needs of customers, clients, and corporations), we felt it was time for LBC to be more inclusive by communicating how the brand, people, businesses, and communities can work together. This meant designing the campaign theme in a way that makes the customer more involved in the narrative.

So we articulated the campaign message via an invitation, “Let’s Move,” and expounded this relationship further with the new manifesto that you can now see in the campaign. The campaign reflects new ways of connecting with LBC’s customers. Overall, it’s a refreshed tone, look, and feel that puts the customer at the center, with an even more comprehensive media plan that follows not just customers’ journey, but also offers them customized, digital-led solutions that they can use as they grow with the brand, instead of merely one-and-done transactions.

How does this spot appeal specifically to its Filipino target audience?

Filipinos have always been highly involved in the things they do as a culture. We thrive by creating partnerships and fostering relationships. You can see it in the way we engage with our families, as well as the way we do business. The “Let’s Move” campaign is a proactive invitation for our audiences to engage with the brand, inviting them to be partners with LBC for whatever move they need, whether personal passions, businesses, or dreams.

"We kept the tone and the pace of the campaign dynamic and upbeat to ensure that we convey the brand’s transformation."

This campaign feels more relatable to the everyday man or woman, especially the younger demographic shopper and entrepreneur. Is this LBC’s target audience, or did the storyline naturally evolve into that story?

The storyline was inspired by millennials and their influence. Many Filipinos today are more aggressive and independent than in the past. Our campaign tells a story of how transactions have changed with the evolution of new audiences, social sellers, agile businesses, more connected overseas Filipino workers (OFWs)—all with different needs and behaviors spurred by digital technology. The demand for instant connection and the need to get business done with a swipe of the screen have led enterprises, including LBC, to ask where their business stands in the minds of these young consumers.

The final campaign features a lot of shots in various locations; can you tell us a little about the production process?

The final campaign, containing the full manifesto for the brand, is a comprehensive look at the different services and offerings of LBC as experienced by people moving and evolving with the brand. We set up the locations to represent the diversity of services in LBC’s portfolio, along with different personas showing people that the brand moves. The campaign highlights the diversity of customers all over the world and their need for proactiveness and agility in different business and social settings.

We kept the tone and the pace of the campaign dynamic and upbeat to ensure that we convey the brand’s transformation. LBC is decidedly more responsive and intuitive; it works to keep up with the needs of Filipinos today. Production, including planning, ran from February until August, but the actual shoot was done in only three days in various locations across the country. At the end of the production, we managed to produce a 120-second manifesto, from which three derivative materials were developed, communicating to specific audiences that LBC serves: OFWs and migrants, B2B businesses, and social entrepreneurs and retailers.

Can you tell us about a time where you were inspired to just “move?”

We were inspired by movement in the pitch process. It was a bold stance. We did not offer ourselves as just a comms agency, but as a real partner who would roll up its sleeves and truly understand the operations. We committed ourselves to proactively analyzing the performance of our campaigns and recommend the next program, based on what the client might need, without necessarily a client brief. So today, we are involved with the parallel cultural transformation process and design transformation program.

How much input did the client have on the manifesto?

Our relationship with LBC is a true partnership in every sense of the word. Beyond addressing their needs within the capacity of a communications agency, we were engaged to act as a partner who would go through the process of digital transformation with them. We’ve become heavily involved with the internal transformation program, and this was what we felt we needed to emphasize.

Because the setup was established on a collaborative partnership between LBC and Havas Ortega, we were able to leverage each other’s expertise in crafting the manifesto—LBC, on the processes and transactions to ensure we communicated the experience accurately; Havas Ortega, on the creative craft, ensuring that the narrative was told in an interesting way. The client provided guidance on the categories, industries, and services that needed to be represented and featured, while we did our best to bring the story and the insights around it to life. In effect, there was plenty of leeway given to us when it came to the expression and production of the campaign. Through this collaboration, we were able to tighten the narrative of the campaign to make “Let’s Move” impactful and dynamic. After all, a great place to start brand transformation is with a manifesto that we can all embrace and live.

"We thrive by creating partnerships and fostering relationships."

Jos Ortega, Chairman & CEO, Havas Group Philippines, talks to us about Havas Ortega’s latest campaign for LBC Express, and how they revamped their digital footprint to be more culturally relevant.

 

Give us some background on LBC and the agency’s relationship with them.

LBC is an express delivery and cargo shipping company in the Philippines. It’s a leading brand of 24-hour door-to-door delivery for the country.

In 2018, LBC decided that it needed a new approach to marketing. It requested its two AORs, Havas Ortega for media and Dentsu/ASPAC for creative and digital, to share perspectives on this topic.

Dentsu/ASPAC presented a communications plan. We came back with a business solution and a digital partnership proposal. We’ve helped LBC not just in their digital transformation process, but also in their accompanying cultural transformation.

What’s different about this “Let’s Move” campaign, compared to other spots LBC has done in the past?

This campaign was meant to move the brand forward by taking a different perspective in its communication approach. Whereas previous campaigns focused on communicating how LBC’s services affect people’s lives, businesses, and communities in the Philippines, this new campaign refreshes the brand by changing its tone and stance and making the message more about dialogue and engagement with its customers. It shifts the approach from a “me-centric” conversation to “you and us.” It signals that LBC is a brand that doesn’t just move its audience, it moves with them.

When the company began overhauling its platforms and other solutions (all in an effort to be in a position to better respond to the needs of customers, clients, and corporations), we felt it was time for LBC to be more inclusive by communicating how the brand, people, businesses, and communities can work together. This meant designing the campaign theme in a way that makes the customer more involved in the narrative.

So we articulated the campaign message via an invitation, “Let’s Move,” and expounded this relationship further with the new manifesto that you can now see in the campaign. The campaign reflects new ways of connecting with LBC’s customers. Overall, it’s a refreshed tone, look, and feel that puts the customer at the center, with an even more comprehensive media plan that follows not just customers’ journey, but also offers them customized, digital-led solutions that they can use as they grow with the brand, instead of merely one-and-done transactions.

How does this spot appeal specifically to its Filipino target audience?

Filipinos have always been highly involved in the things they do as a culture. We thrive by creating partnerships and fostering relationships. You can see it in the way we engage with our families, as well as the way we do business. The “Let’s Move” campaign is a proactive invitation for our audiences to engage with the brand, inviting them to be partners with LBC for whatever move they need, whether personal passions, businesses, or dreams.

"We kept the tone and the pace of the campaign dynamic and upbeat to ensure that we convey the brand’s transformation."

This campaign feels more relatable to the everyday man or woman, especially the younger demographic shopper and entrepreneur. Is this LBC’s target audience, or did the storyline naturally evolve into that story?

The storyline was inspired by millennials and their influence. Many Filipinos today are more aggressive and independent than in the past. Our campaign tells a story of how transactions have changed with the evolution of new audiences, social sellers, agile businesses, more connected overseas Filipino workers (OFWs)—all with different needs and behaviors spurred by digital technology. The demand for instant connection and the need to get business done with a swipe of the screen have led enterprises, including LBC, to ask where their business stands in the minds of these young consumers.

The final campaign features a lot of shots in various locations; can you tell us a little about the production process?

The final campaign, containing the full manifesto for the brand, is a comprehensive look at the different services and offerings of LBC as experienced by people moving and evolving with the brand. We set up the locations to represent the diversity of services in LBC’s portfolio, along with different personas showing people that the brand moves. The campaign highlights the diversity of customers all over the world and their need for proactiveness and agility in different business and social settings.

We kept the tone and the pace of the campaign dynamic and upbeat to ensure that we convey the brand’s transformation. LBC is decidedly more responsive and intuitive; it works to keep up with the needs of Filipinos today. Production, including planning, ran from February until August, but the actual shoot was done in only three days in various locations across the country. At the end of the production, we managed to produce a 120-second manifesto, from which three derivative materials were developed, communicating to specific audiences that LBC serves: OFWs and migrants, B2B businesses, and social entrepreneurs and retailers.

Can you tell us about a time where you were inspired to just “move?”

We were inspired by movement in the pitch process. It was a bold stance. We did not offer ourselves as just a comms agency, but as a real partner who would roll up its sleeves and truly understand the operations. We committed ourselves to proactively analyzing the performance of our campaigns and recommend the next program, based on what the client might need, without necessarily a client brief. So today, we are involved with the parallel cultural transformation process and design transformation program.

How much input did the client have on the manifesto?

Our relationship with LBC is a true partnership in every sense of the word. Beyond addressing their needs within the capacity of a communications agency, we were engaged to act as a partner who would go through the process of digital transformation with them. We’ve become heavily involved with the internal transformation program, and this was what we felt we needed to emphasize.

Because the setup was established on a collaborative partnership between LBC and Havas Ortega, we were able to leverage each other’s expertise in crafting the manifesto—LBC, on the processes and transactions to ensure we communicated the experience accurately; Havas Ortega, on the creative craft, ensuring that the narrative was told in an interesting way. The client provided guidance on the categories, industries, and services that needed to be represented and featured, while we did our best to bring the story and the insights around it to life. In effect, there was plenty of leeway given to us when it came to the expression and production of the campaign. Through this collaboration, we were able to tighten the narrative of the campaign to make “Let’s Move” impactful and dynamic. After all, a great place to start brand transformation is with a manifesto that we can all embrace and live.

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