LBC uses online to ‘Move it for Manny’

LBC Express, a Philippines based cargo and courier services company, has concluded the campaign rallying online support for Filipino boxer Manny Pacquiao, who recently won a WBO welterweight championship belt.

The campaign titled ‘Move it for Manny’, conceptualised and executed by Arena Philippines, was launched on April 3, 2014 and ended on April 13, 2014 to coincide with the final match of the championship. The brand kicked off the initiative by urging the boxer’s fans to upload their photos with a raised left fist and hashtag #MoveItForManny to demonstrate their solidarity with the ‘People’s Champ’.

In addition to using social media assets such as Facebook, Twitter and YouTube, the campaign was supported by television.

As per company officials, in a period of 10 days, the hashtag generated 21.1 million impressions on Twitter. ‘Move it for Manny’ posts uploaded on LBC’s official Facebook page generated 6.2 million impressions, including two videos that separately generated 38 million impressions. The campaign also recruited 4,792 new fans, twice the average of fans gained by the company in two weeks period.

Just prior to the match, LBC sent custom-made boxing wraps to Pacquiao consolidating the names of people who lent support to him. To ensure that match gets maximum audience, LBC provided free live-screening venues in 10 locations around the Philippines on the day of the match.

The campaign reinforced LBC’s position as a company that has been boosting Pinoy pride by offering unwavering support to national icons like Manny Pacquiao.

Commenting on the campaign, Lawin Bulatao, Executive Creative Director of Arena, said, “LBC wants to be there for what the Philippines’ is experiencing – whether it is tragedy or victory. For several years, LBC has been moving money and cargo for Filipinos, now it’s time that we move Manny.”

Via Digital Market Asia Mobile

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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