Aspac/Law helped LBC Express, Inc. launch a new campaign to introduce the LBC Remit Express brand, the official brand name of the LBC 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,” said Rissa de Guzman, Aspac/Law AVP for Account Management.
The campaign started airing globally during the Manny Pacquiao-Shane Mosley bout earlier this month. The "Reasons" TVC, which is airing locally, shows a christening, birthday, wedding, graduation, market, at the dinner table in as few takes as possible. Think one-take in the vein of Old Spice, with a revised version of the Hotdog song "Manila" playing throughout.
The slightly modified "Modes" version, which shows family members in the Philippines receiving remittances via bank, home delivery and ATM, is airing in the US markets and other markets outside the Philippines. The campaign also includes radio, print and outdoor executions.
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 Aspac/Law, which now handles an even greater scope of the LBC business, from the tri-media and digital requirements to the on-ground activations. Said Aspac/Law President Miguel Ramos, “We have entered a renewed partnership with LBC. They recognized that we know and understand their business and have a deep concern for it.” Now that is something both LBC and Aspac/Law would not be quick to change.
CREDITS:
Project title: Transitions
Client: LBC Remit Express
Creative Agency: ASPAC/Law
Executive Creative Director: Kat Limchoc
Senior Art Director: Robin Latonio
Senior Copywriter: Jonah Brocka
AVP-Account Management : Rissa de Guzman
Account Managers : 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
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