MANILA – December 19, 2013 – LBC Express, Philippines top logistics company, has launched an OOH campaign developed by Havas Media Ortega’s Arena that aims to meaningfully engage community by sourcing user-generated content (UGC) from general public. The idea behind this campaign is to develop an understanding of what it means for LBC to move stuff, move messages, and move spaces, HVMO’s Arena said in a press release.
The creative media execution involves using an LED billboard which displays images and messages contributed by general public for their loved ones. The platform builds on the theme of moving messages and enables individuals to partake in a grand gesture of sending their messages across to their loved ones, rather than just texting it.
The campaign launched December 1, 2013 and will run until the 15th of January next year. HVMO’s Arena maximized this OOH campaign to support the ATL campaign it launched last month.
The mechanics involve taking a photo of oneself and writing a message for someone and then sending it to MovingMessages@LBCExpress.com. The image with the messages were put up as content on the billboard.
Kankan Ramos-Lim, Social Marketing Director, Havas Media Ortega, said, “Through this campaign, the brand wanted to allow the people to be active participants. This is an initiative to involve the people in our community. We like to impart how LBC improves the well-being of people’s lives in a significant and fulfilling way, and what better way for that to happen than to engage our customers into something rich and meaningful. Through this, we want to shift the consumers’ mindset on the new LBC, that is now focused on the consumers and to create meaningful connections.”
