LBC Express, the leading courier service, logistics, and money remittance provider in the Philippines, was recognized at the 50th Anvil Awards, the most prestigious award-giving body in the field of Public Relations.
LBC Express was awarded the Silver Anvil Award in the Public Relation Tools, Multimedia/Digital – Social Media Tools category for its “Move it for Manny” campaign, and the Silver Anvil Award: Specialized Public Relations Programs: Corporate Identity category for its “Moving Spaces” campaign.
Both campaigns aimed to strengthen LBC’s commitment to bridging people, ideas, and sentiments through its clear, certain, and convenient services. Because of its global network of 4,400 branches, partners and agents in 21 countries, Filipinos everywhere can send their “padama” through every “padala.”
The Anvil Awards is an annual ceremony that awards outstanding public relations programs and tools designed and implemented during the last year. The ceremony is organized by the Public Relations Society of the Philippines, and the winners are selected by a distinguished multi-sectoral jury. The Silver Anvil award is conferred to brands that have outstanding programs or tools that meet the high standards set in specific categories.
“We’re honored to have been recognized for our efforts in these two campaigns,” shared Javier C. Mantecon, Chief Marketing Officer of LBC Express. “We’re elated that our message was executed well to deliver our message: that we like to move it. We move lives, businesses, and communities.”
The “Move it for Manny” campaign was launched during boxer Manny Pacquiao’s rematch with Timothy Bradley on April 12, 2014. It aimed to motivate Filipinos to cheer for the boxer after a series of losses and a lackluster win against Brandon Rios.
The campaign mobilized the “social media crowd” through the hashtag #MoveItForManny with pictures of supporters, which included many celebrities, with their fist over their heart. The names of the supporters were printed on boxing handwraps that were sent to the People’s Champ the night before the fight. On the day of the fight, LBC provided “blow-by-blow” accounts of the match and responded to #MoveItForManny tweets.
The hashtag reached 66 million impressions, exceeding the 17 million goal. LBC was mentioned 2,700 times and reached almost 5,000 organic likes on Facebook. Ultimately, the branch enjoyed a 10% increase in positive feedback and resulted in social media rallying for Pacquiao and joining his corner again.
Similarly, the “Moving Spaces” campaign aimed to connect every Filipino, from tatay to anak, businessman to client, and foundations to beneficiaries. The campaign established that LBC “moves spaces” to keep everyone connected with their loved ones.The execution was a series of commercials that strengthened the brand’s commitment to be helpful, clear, convenient, and be able to provide certainty. At the same time, the commercials highlighted that LBC doesn’t just move “stuff,” but also, the hopes, dreams, and love of every Filipino around the world.
The series coincided with the launch of a digital campaign that began with a refreshed website design aimed at helping customers find ease with every transaction. A special billboard execution along EDSA also allowed people to experience the “padama” in every package by sending their messages via an LED screen to the loved ones they wanted to connect with.
The Moving Spaces campaign became the largest campaign in LBC’s history, and resulted in an 84% market share for the brand. In one month, the commercials garnered a total of 5,906,111 impressions and 428,013 video plays. Online ads generated an additional 6,102,128 impressions and a click through rate 33% higher than the industry average. LBC’s Facebook followers increased 19% in a week, and the number of people talking about it rose 2,414%.
“Beyond being a brand, what we’d like to establish at LBC is the importance of relationships and connections,” said Mantecon. “People usually see logistics services as faceless couriers that just get the job done. The emotional connection is non-existent, and these awards prove that we were able to show the contentment the sender and receiver feels, rather than the content of the box.”