Havas Rebrands Philippines' LBC Express

LBC Express, Philippines’ top logistics company, has launched an integrated rebranding campaign, developed by Havas Media Group Ortega’s Arena, with an aim to enhance its emotional connect with its clients.

The brand’s new tagline “We like to move it”, introduced as part of this campaign attempts to highlight the company’s commitment to moving lives of people, businesses and communities by means of “spaces” where all three entities reconnect and create meaningful relationships.

The brand’s target audience is Filipino consumers, enterprises and community at large. The strategy involved using the agency’s “Meaningful Connections” framework to tell stories to allow consumers to discover the simple truth that each box, each parcel, each envelope, each container van, moved by LBC Express has far larger impact on their life than meets the eye. The rebranding campaign launched on 17th November will be rolled out in phases for the whole of next year.

Commenting on the campaign, Lawin Bulatao, Executive Creative Director of Arena said: “LBC has always been a meaningful brand. As the biggest logistics operation they have been here serving the country for over half a century. They move not just our stuff but our hopes and dreams and loves. It doesn't get much more meaningful than that. Our job is to make sure that that story comes out.”

A key component of this 360 degree campaign is a two-minute TVC highlighting the changes in the LBC brand aired on the major channels around lunchtime.

The company has also launched a new user friendly website that allows easier access to the most important tools. Some of these features are: Track and Trace, Schedule a Pick-up, Cost Calculator, Branch Locator, Money Remittance and Foreign Exchange.

Supporting this campaign is a mobile app that allows customers to get an up-to-date status of their delivery with LBC’s track and trace utility. It also allows the users to look for the nearest LBC branch with a branch locator utility that uses GPS maps. Other features include rate calculator and online booking. This is currently available for Android users and will be on iOS app soon.

This integrated campaign also includes media platforms such as cinema placements, advertorials, and activations, which allows the brand to communicate the moving stories of their Filipino customers, both here and abroad and highlights the role played by LBC as a connection to their loved ones.

An innovative OOH campaign to support the TVC and online platforms is also in the pipeline.

Jos Ortega, CEO & Chairperson, Havas Media Group Ortega, concluded, “It’s great to be able to show how being meaningful can come in different shapes and sizes, how it can be built even into the smallest spaces.”