The campaign comprises of two 30-second TVCs, radio ads, print ads and outdoor elements. The TVCs feature the convenience of the new service in sending and receiving money, which can then be used for various events such as a christening, birthday, wedding, graduation, the market and dinner table.
The campaign will run for the rest of the year, but the TVCs will later be edited down to 15 seconds each.
Rissa de Guzman, Aspac/Law assistant vice-president for account management, explained that LBC Remit Express is officially the brand name of the company's remittance service.
"It's a new name for a service perfected over decades that has in fact put LBC as the leader in the remittance business. Introducing this new brand strengthens the company's vision to provide an even better remittance service to the millions who trust LBC," de Guzman added.
Late last year, the LBC account was pitched to an undisclosed number of agencies including the incumbent, Aspac/Law. The decision was to keep the business with the agency, which now handles an even greater scope of the LBC business, from tri-media and digital requirements to on-ground activations.
An estimated one-tenth of the Philippine population live overseas and the country's economy relies heavily on the remittances of its overseas workers. Remittances amounted to US$4.6 billion in the first quarter of 2011 alone, 5.9 per cent higher than the level recorded during the same period last year.
Credits:
Project Transitions
Client LBC Remit Express
Agency Aspac/Law
Executive creative director Kat Limchoc
Senior art director Robin Latonio
Senior copywriter Jonah Brocka
AVP-Account management Rissa de Guzman
Account manager Grace Diez, Tin Cruz
Senior brand planner Rey Leuterio
Agency producer Rica Lustre
Director Matthew Rosen
Production company 88 Storey Films
Media agency Mediaforce Vizeum
Exposure TV, radio, print, outdoor
