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As the  Fédération Internationale de l’Automobile (FIA) continues to make headway in the field of motorsport, their focus on creating a culture of innovation and leadership remains as the global directive. 

In line with the theme of “Empowering the Future: Unlocking Motorsport’s Potential” the 6th iteration of their annual conference took place for the first time in Asia. 

In a week-long conference that flew in personalities and leading figures in motor sport from all over the world, the event featured various breakout sessions, an exhibit with 30 international brand partners, and an overall immersion into the world of the FIA. 

EON played a role in the scheme of things through the management of the conference and its proceedings, from the plenary itself to the very specific technicals, interpretation, and branding requirements of the event.

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Finance is a serious business that no one can avoid. But financial services have increasingly realized that they can’t always be serious when they talk to their customers, and have gradually veered away from the stiff and intimidating tones often associated with the industry. This prompted the Rizal Commercial Banking Corporation to refresh their corporate identity in 2017 and modernize the way they communicate to the customers of today. With the “We Believe in You” philosophy, RCBC evoked a personality and tone of voice that forged a more personal relationship with their customers by being more conversational, approachable, relatable, and comprehensible. With this new philosophy communicated in all brand touchpoints and channels, there was an opportunity for RCBC to distinguish itself on social with a tailor-fit persona that will build a relationship with the Filipino audience. This is where their partnership with EON DiG began.

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A SOCIAL MEDIA PERSONA WORTH BELIEVING IN

Young millennials make up the largest user base on social. They also happen to be the generation that needs the most help when it comes to managing personal finances, as they take on a new life challenge: adulting.

The help that millennials need is apparent: they need a financial partner who will guide them in starting their journey to adulthood. They recognize the need to grow up, and why they should start laying the foundation for the life they want to live as early as now. But at the onset, that can appear quite daunting because they wouldn’t know where to start. After all, it’s a long and overwhelming process that entails a lot of steps. As a result, it becomes tempting to just daydream about the life they aspire to have, and keep everything as Make-Believe. But they deserve more than that. Millennials should be able to believe that their dreams can become reality.

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This is where Mr. Believer, our social brand voice and positioning for RCBC, steps in. On social, Mr. Believer is a big believer that good things happen to those who act on their dreams. He is the kuya (big brother) everyone admires–the mature individual who seems to succeed in adulting, yet remains humble and approachable. Millennials are inclined to trust him, because he knows exactly what millennials are going through, at the same time inspiring them with his achievements.

On social, Mr. Believer talks about how RCBC and its products and services can help millennials realize their dreams. He encourages them to get started on their goals – to take that first step; to stop playing safe, and start playing smart; to stop pushing back, and start pushing forward. RCBC believes that its clients can realize their dreams, that they can move from Make-Believe to believing.

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To push this even further, we developed a creative look and feel that complemented “Make Believe to Believe”, and went against the conventions of the financial services industry. Standing out was critical for the brand. Instead of going with the usual stock photos, with art and copy about the product or the ongoing promo – we used vectors and vibrant colors to look more young and relatable to our audience. This approach allowed the brand to illustrate the possibilities of adulting to Filipino millennials, and encourage them to take that daunting first step.

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In May 2018, Nissan launched its first mid-size SUV, the 7-seater Terra. With other players having established themselves in the market, we needed to get creative in order to break into this lucrative and highly-competitive segment, especially since this is the first time the Philippines is hosting a regional launch.

A LAUNCH EXPERIENCE THAT GOES OFF-ROAD

Most car launches consist of the usual presentations and routine media interviews. But the Nissan Terra, equipped with Nissan Intelligent Mobility that provides enhanced vision and safety, promises an experience that goes beyond the usual for its drivers. That’s why we took the Terra launch event to a whole new level, allowing its attendees to feel the joy and excitement of being behind the wheel — the way driving was always meant to be.

138 media from seven markets across the region went on a two-day excursion to Clark, Pampanga to get tailor-fit, first-hand experience on the Nissan Terra’s unique capabilities for on-road and off-road driving. Apart from an in-depth product presentation and media roundtable sessions with Nissan executives, the attendees enjoyed a stunt show featuring several Terra units that tested the capabilities of the car to take on any terrain. Afterward, the attendees took the wheel and went on an off-road drive through the lahar beds of Mt. Pinatubo, one of the Philippines’ most famous active volcanoes.

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BRINGING THE EXCEPTIONAL TO THE EVERYDAY

With the support of a pre-launch teaser, always-on social media content, local events and road shows and an exclusive post-event behind-the-Terra media trip in Japan, publicity on the launch of the Terra was maximized to create a wide variety of stories. Without marketing budget spend, the launch reached 105 million people within two days, generated 400 pieces of coverage across the globe, and made the Terra the most visible SUV in the region in the weeks after. Over 100 of these pick-ups came from media in the Philippines alone.

The public instantly saw Nissan as a serious contender in the segment, with over 27,000 people following the Facebook live broadcast. More importantly, pre-bookings for the Terra exceeded expectations. Terra became the 2nd best-selling vehicle by Nissan, accounting for 21% of the brand’s total accumulated sales in August 2018. This propelled Nissan to #3 in the market.

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Happiness heals, especially for children in hospitals who use it as a source of inspiration and as a beacon of hope. The Make Room campaign was created especially for that purpose. A joint effort between EON and the Kythe Foundation, the campaign made use of real-life stories spread across various platforms that reached out to the kind-hearted nature of Filipinos. Make Room drove the audience to find ways to help children heal in more holistic ways.

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Since 1992, Kythe has been the only organization in the country offering the Kythe Child Life Program (CLP), sending trained professionals and volunteers to conduct play-inspired activities as a form of psychosocial support. The Make Room campaign was birthed from a study that showed that children who join CLP activities had lower levels of anxiety – making them calmer and more cooperative during treatments.

[/ffb_param][/ffb_paragraph_2][ffb_image_2 unique_id=”37re5j2c” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A1478%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F04%2Fborder-IBPAP.png%5C%22%2C%5C%22width%5C%22%3A69%2C%5C%22height%5C%22%3A8%7D%22%2C%22responsive%22%3A%220%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][ffb_paragraph_2 unique_id=”37re9r3e” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%220%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%2C%22clrs%22%3A%7B%22font-size%22%3A%2230px%22%2C%22font-size-sm%22%3A%2230px%22%2C%22font-size-md%22%3A%2230px%22%2C%22font-size-lg%22%3A%2230px%22%2C%22google-font-family%22%3A%22’Overpass’%22%7D%2C%22a-t%22%3A%7B%22custom-style%22%3A%22max-width%3A 400px%3B%22%7D%7D%7D”][ffb_param route=”o gen text”]“Happiness heals, especially for children in hospitals who use it as a source of inspiration and as a beacon of hope.”[/ffb_param][/ffb_paragraph_2][ffb_image_2 unique_id=”37rer3ij” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A1478%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F04%2Fborder-IBPAP.png%5C%22%2C%5C%22width%5C%22%3A69%2C%5C%22height%5C%22%3A8%7D%22%2C%22responsive%22%3A%220%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][ffb_paragraph_2 unique_id=”37reqjpj” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%220%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%7D%7D”][ffb_param route=”o gen text”]Make Room would reach out to volunteers and donors who can influence other kind-hearted Filipinos. Taking inspiration from recent successful advocacies, Make Room brought its heart-tugging stories online to best become part of the target audiences’ digital lives and conversations.[/ffb_param][/ffb_paragraph_2][ffb_image_2 unique_id=”37re9ia7″ data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A1478%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F04%2Fborder-IBPAP.png%5C%22%2C%5C%22width%5C%22%3A69%2C%5C%22height%5C%22%3A8%7D%22%2C%22responsive%22%3A%220%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][ffb_paragraph_2 unique_id=”37rerkjj” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%220%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%2C%22clrs%22%3A%7B%22font-size%22%3A%2230px%22%2C%22font-size-sm%22%3A%2230px%22%2C%22font-size-md%22%3A%2230px%22%2C%22font-size-lg%22%3A%2230px%22%2C%22google-font-family%22%3A%22’Overpass’%22%7D%2C%22a-t%22%3A%7B%22custom-style%22%3A%22max-width%3A 400px%3B%22%7D%7D%7D”][ffb_param route=”o gen text”]“Make Room brought its heart-tugging stories online to best become part of the target audiences’ digital lives and conversations.”[/ffb_param][/ffb_paragraph_2][ffb_image_2 unique_id=”37rerglo” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A1478%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F04%2Fborder-IBPAP.png%5C%22%2C%5C%22width%5C%22%3A69%2C%5C%22height%5C%22%3A8%7D%22%2C%22responsive%22%3A%220%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][/ffb_column_1][/ffb_section_0]

[ffb_section_0 unique_id=”37rd9rtl” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A0%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22type%22%3A%22fg-container-large%22%2C%22no-padding%22%3A0%2C%22no-gutter%22%3A0%2C%22gutter-size%22%3A%22%22%2C%22match-col%22%3A0%2C%22force-fullwidth%22%3A0%7D%7D%7D”][ffb_column_1 unique_id=”37rd9rtm” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22xs%22%3A%2212%22%2C%22sm%22%3A%22unset%22%2C%22md%22%3A%2212%22%2C%22lg%22%3A%22unset%22%2C%22is-centered%22%3A%220%22%2C%22is-bg-clipped%22%3A%220%22%2C%22xs-last%22%3A%22no%22%2C%22sm-last%22%3A%22unset%22%2C%22md-last%22%3A%22unset%22%2C%22lg-last%22%3A%22unset%22%2C%22xs-offset%22%3A%22unset%22%2C%22sm-offset%22%3A%22unset%22%2C%22md-offset%22%3A%22unset%22%2C%22lg-offset%22%3A%22unset%22%2C%22xs-pull%22%3A%22unset%22%2C%22sm-pull%22%3A%22unset%22%2C%22md-pull%22%3A%22unset%22%2C%22lg-pull%22%3A%22unset%22%2C%22xs-push%22%3A%22unset%22%2C%22sm-push%22%3A%22unset%22%2C%22md-push%22%3A%22unset%22%2C%22lg-push%22%3A%22unset%22%2C%22xs-overlap%22%3A%22no%22%2C%22sm-overlap%22%3A%22unset%22%2C%22md-overlap%22%3A%22unset%22%2C%22lg-overlap%22%3A%22unset%22%7D%7D%7D”][ffb_image_2 unique_id=”37rdjbl9″ data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A2916%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F07%2FOur-Work-IBPAP-03.jpg%5C%22%2C%5C%22width%5C%22%3A1440%2C%5C%22height%5C%22%3A900%7D%22%2C%22fullwidth%22%3A%221%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][ffb_paragraph_2 unique_id=”37rdad61″ data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%221%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%7D%7D”][ffb_param route=”o gen text”]

INTRODUCTION: The Need

As the Information Technology and Business Process Management (IT-BPM) industry continues to be shaped by trends in politics, culture, and technology, it is essential for the Philippine to present unique advantages to potential investors. In order for IT-BPM’s leaders to identify the industry’s unique value propositions, comprehensive understanding is required of how the Philippines and its IT-BPM sector are perceived within various industries and across national borders.

In response to this need, the IT and Business Process Association of the Philippines (IBPAP) commissioned EON to conduct a Brand Audit of the IT-BPM industry. This Brand Audit utilized insights culled from news articles, country reports, business indexes, and social media scans to craft unique research tools for distribution within and outside the Philippines. EON then analyzed the results of this research to offer new insights on perceptions of the IT-BPM industry and the Philippines’ investment potential amidst rapid changes in politics, economics, and culture. These insights allowed EON to develop strategies for IBPAP to implement as it works to promote the IT-BPM industry in the Philippines and position the country as an ideal investment destination.

METHODOLOGY: The Approach

EON began by consulting published materials on Philippine IT-BPM, including online data, local and global news reports, and data published by government institutions and analyst groups. EON simultaneously culled insights through social listening scans, wherein conversations across social media platforms were collected and analyzed to reveal current perceptions of the industry, as well as local perceptions within the countries that are most frequently associated with the sector.

The key insights from this research were then synthesized toward the creation of quantitative and qualitative research tools, in the form of a perception survey and key informant interviews. Perception surveys allowed respondents to assess their perceptions on factors contributing to the development of IT-BPM in the Philippines, while key informant interviews allowed for respondents to elaborate on their perspectives and offer detailed insights on the critical factors impacting the country and its sector. Research respondents were divided into four categories: those currently investing in the Philippine IT-BPM industry; those investing outside the Philippines; current IT-BPM employees; and global business experts.

[/ffb_param][/ffb_paragraph_2][ffb_image_2 unique_id=”37rdhmst” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A2917%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F07%2FOur-Work-IBPAP-02.jpg%5C%22%2C%5C%22width%5C%22%3A1440%2C%5C%22height%5C%22%3A900%7D%22%2C%22fullwidth%22%3A%221%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][ffb_paragraph_2 unique_id=”37rdcsjo” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%221%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%7D%7D”][ffb_param route=”o gen text”]

RESULTS: The Insights

The Audit revealed how the Philippines is recognized as a global leader in IT-BPM, particularly for voice services. Positive impressions of the industry owe to Filipinos’ strong English skills and a high premium on customer service. Simultaneously, concerns persist over the ability for the industry to upscale its services and talent in light of new technologies like robotics and artificial intelligence. Perceptions of instability have also impacted the Philippines’ ability to attract investors, as global media pays considerable attention to the nation’s political controversies.

Those deterred from investing in the Philippines find formidable options in competitors from within the Asia-Pacific, as well as countries in the Latin America and EMEA regions. These hubs provide investors attractive government incentives and talent which offer higher-value services at a competitive cost. Simultaneously, competitors suffer from issues with infrastructure, talent competency levels, and perceptions of political stability. These shortcomings are identical to the reported weaknesses which threaten future investments in the Philippines; thus, beyond calling for greater collaboration, skills development, and government support, stakeholders note the need for the Philippines to stand out from competitors by communicating a clear country brand. This brand would define the Philippines’ unique value proposition in the global community toward sustained investment for future generations.

EON then synthesized these insights to develop a unique brand for the Philippines and its industry. In doing so, it took note of the key qualities which respondents cited as critical to the Philippines’ success: Innovation, collaboration, agility, and resilience. Filipino innovation enables the country’s talent to adapt to rapidly changing landscapes, while collaboration between individuals and institutions builds the systems that enhance the country’s resources. Filipino agility empowers local talent to upscale their service delivery and remain one step ahead of advancements in technology, while Filipino resilience provides focus, determination, and creativity even in times of confusion and instability. These four qualities are all linked together by a unique Filipino spirit – an inimitable quality cited by the majority of the Audit’s respondents which permeates the country and acts as a key driver for investment in the Philippines.

[/ffb_param][/ffb_paragraph_2][ffb_image_2 unique_id=”37rdlu32″ data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22img%22%3A%7B%22img%22%3A%22%7B%5C%22id%5C%22%3A2918%2C%5C%22url%5C%22%3A%5C%22https%3A%2F%2Fwww.eon.com.ph%2Fwp-content%2Fuploads%2F2019%2F07%2FOur-Work-IBPAP-04.jpg%5C%22%2C%5C%22width%5C%22%3A1440%2C%5C%22height%5C%22%3A900%7D%22%2C%22fullwidth%22%3A%221%22%7D%2C%22blank%22%3A%22null%22%7D%7D%7D”][/ffb_image_2][ffb_paragraph_2 unique_id=”37rdee0e” data=”%7B%22o%22%3A%7B%22gen%22%3A%7B%22ffsys-disabled%22%3A%220%22%2C%22ffsys-info%22%3A%22%7B%7D%22%2C%22text-is-richtext%22%3A%221%22%2C%22align%22%3A%22text-left%22%2C%22align-sm%22%3A%22%22%2C%22align-md%22%3A%22%22%2C%22align-lg%22%3A%22%22%7D%7D%7D”][ffb_param route=”o gen text”]

MOVING FORWARD: The Strategies

Taking all the research insights into consideration, EON developed a brand narrative for IBPAP to be used in its efforts to promote investment in the Philippines and its IT-BPM industry. This narrative emphasized the Philippines’ unique ability to offer a diverse portfolio of cutting-edge services, each characterized with a meaningful human dimension.

EON and IBPAP developed key strategies to ensure the industry reaches its goals as indicated in the Roadmap 2022. These include efforts to upscale communication efforts that promote the diversity, inclusivity, and impact of IT-BPM in the Philippines through a variety of local and global media. At the government level, IBPAP would continue to engage and collaborate with relevant institutions toward developing new policies and regulations which encourage investment. Lastly, IBPAP committed to internal growth through the enhancement of its operations, expertise, services, and products.

EON and IBPAP began putting these strategies into practice by organizing specific presentations of the Philippine IT-BPM Brand to key stakeholder groups. This includes presentations of the Audit to government bodies such as the Department of Foreign Affairs and the Department of Trade and Industry, as well as presentations to the industry’s global business heads at the 9th International IT-BPM Summit.  The country brand also proved instrumental in the development of IBPAP’s Career Marketing Initiative, “IT Starts Here,” which emphasizes the role of IT-BPM in building the Philippines as it seeks to increase the number of employees in the Philippine IT-BPM ecosystem.

Guided by the insights of the Brand Audit and the Philippine IT-BPM brand, IBPAP is well on its way to positioning the Philippines as the global premier IT-BPM hub.    

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