MAKATI, PHILIPPINES — At the inaugural “Media BAI 2024,” held on November 05 at Whitespace Makati, the spotlight was on the transformative power of hyperlocal storytelling in the Visayas and Mindanao (VisMin) regions. The event was a collaborative effort between Cebu-based digital transformation agency, Republiq Group of Companies (RGC), and RMN Networks-Marketing and Media Ventures (RMN-MMV), the marketing arm of one of the Philippines’ largest radio broadcast companies, The RMN Networks. Together, they demonstrated how brands can craft impactful campaigns tailored to VisMin audiences.
A groundbreaking summit
Hosted by Bogart the Explorer from Davao City, the summit drew an enthusiastic crowd of over 500 participants from the advertising, branding, and marketing realms, surpassing initial expectations.
“Media BAI” is a pioneering project designed to showcase the unique identity and storytelling potential of VisMin. Attendees were treated to an immersive experience of the region’s culture, heritage, and people.
Eric Canoy, President and Chairman of RMN Networks, opened the event with reflections on RMN’s legacy: “RMN is a hyperlocal story itself. From our beginnings in Cagayan de Oro, we’ve grown to 64 stations, each deeply connected to its local audience through language, culture, and community engagement.”
Bryan Yap, CEO of RGC, shared his vision of promoting VisMin: “Our mission is to highlight the best of VisMin and educate brands on the distinct Bisaya market. Media BAI was born from this shared vision with RMN.”
Erika Canoy-Sanchez, EVP and COO of RMN-MMV, emphasized the value of knowing your audience: “The essence of hyperlocal storytelling lies in understanding who you’re speaking to. Whether on-air, online, or on-ground, the message must resonate with the audience.”
A 360° VisMin experience
The event kicked off with a “Hyperlocal Journey,” as attendees who availed of the event’s free ride to the event were transported from their offices in the Biyahenihan Jeepney, one of RMN’s signature hyperlocal touchpoints for on-the-road brand engagement. Along the way, RMN’s FM Radio DJs kept the energy high with interactive VisMin trivia and games, setting the stage for an immersive and hyper-locally curated riding experience.
Upon arrival, they were welcomed by festival performers, creating a vibrant fiesta atmosphere.
Bisaya hospitality was on full display with a thoughtfully curated menu of regional delicacies, featuring iconic dishes such as Cebu lechon, Satti de Zamboanga, and Bibingka Mandaue. Adding to the immersive experience, RMN’s local drama artists performed a live radio drama titled 100 Days. Presented in mini-episodes interspersed between sessions, the drama captivated the audience with its suspenseful storyline. Attendees were even invited to participate by guessing the story’s ending, with special prizes awarded to those who guessed correctly, elevating the event’s hyperlocal charm.
Hyperlocal Insights:
The summit featured an impressive lineup of speakers and panelists, offering valuable insights into VisMin’s unique consumer behaviors:
- Laurice Obana (Kantar): Presented a study revealing key consumer priorities, with 73% focused on managing finances and 37% anticipating holiday celebrations.
- Althea Mendoza (Kantar): Highlighted the VisMin media landscape, noting that 70% of the 50-million-strong audience is reachable through traditional media like TV and radio.
- Jay Yuvallos (Cebu Chamber of Commerce and Industry) and Anton Perdices (Cebu Business Month): Discussed Cebu’s economic growth and its role as a business hub in VisMin
Hyperlocal brands and hyperlocal storytelling best practices:
The main highlight of the event was a series of engaging panel discussions that delved into the complexities of the VisMin market and sharing of effective strategies for national brands to connect with the VisMin audiences through authentic hyperlocal languages and touchpoints. Esteemed panelists included Dr. Donald Patrick Lim (DITO), Maria Socorro Romabiles, PhD, Genie Togono (IPI), Michelle De Guzman (Cebu Pacific), Gio Gandionco (Julie’s Bakeshop), Atty. Ruphil Banoc (RMN-Cebu), Gladys Basinillo (Intersections), Manny Gonzales (DMAP), Yasmin Mallari (Unilab), Paul Camello (Ginebra San Miguel), Julia Garcia (The Huddle Room), Serafin Plotria Jr. (RMN-Bacolod), Robbie Aligada (ASC), and social media influencer David Jones Cua, also known as Bisaya Conyo Girl.
The discussions were expertly moderated by industry veteran and hyperlocal marketing advocate Rudy Villar, alongside co-moderators Kat Alibio (360X Studios), Gel Directo (Hepmil Philippines), and PJ Yu (RGC).
Hyperlocal play
Performances by local artists, such as DJ Mia from Dipolog and Empress Tribe Manila, added a festive flair. The event underscored the importance of cultural authenticity in marketing while fostering deeper understanding between brands and VisMin communities.
Hyperlocal next: Forging stronger partnerships and connection in VisMin
The success of “Media BAI” sets the stage for future initiatives. Erika Canoy-Sanchez reiterated RMN and RGC’s commitment to bridging brands and VisMin audiences: “Our goal is to foster stronger connections through hyperlocal storytelling.”
Tristan Nacino, RMN-MMV’s Innovations and Business Development Director, highlighted the network’s suite of hyperlocal tools as reliable planning solutions for brands and agencies: “With our 360x media planning tool, we guide brands not just how to navigate the VisMin audience, but how to bring into play the art of hyperlocal storytelling in VisMin.”
RGC’s Bryan Yap added, “We hope Media BAI inspires brands to explore the vast potential of VisMin.”
Supported by top corporations, and brands like Surf by Unilever Phils, Cebu Pacific, Ginebra San Miguel, Inc., International Pharmaceuticals, Inc., Julie’s Bakeshop, Digital Marketing Association of the Philippines [DMAP], Advertising Standards Council [ASC], Philippine Association of National Advertisers [PANA], Philippine Star Media Group’s Nakakalocal, Manila Bulletin, Adobo Magazine and Kantar Philippines, Media BAI 2024 showcased the rich opportunities in VisMin and the power of local storytelling.
For more information, contact Media BAI at innovations@mmv.ph or mediabai@rgc.world.
adobo Magazine is an official media partner of Media BAI.
