| Title | MOVE IT FOR MANNY |
| Brand | LBC EXPRESS PHILIPPINES |
| Product / Service | LOGISTICS PROVIDER |
| Category | B01. Corporate Image & Information |
| Entrant | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Entrant Company | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Advertising Agency | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Advertising Agency 2 | ARENA Makati City, THE PHILIPPINES |
| Media Agency | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Production Company | GUNG HO FILMS Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Lawin Bulatao | Havas Media Ortega/Arena Philippines | Executive Creative Director |
| Tonypet Sarmiento | Havas Media Ortega/Arena Philippines | Executive Creative Director |
| Ramon Alfonso | Havas Media Ortega/Arena Philippines | Senior Art Director |
| Aries Cayabyab | Havas Media Ortega/Arena Philippines | Senior Art Director |
| Griffey De Guzman | Havas Media Ortega/Arena Philippines | Associate Creative Director/Copywriter |
| Kage Gozun | Havas Media Ortega/Arena Philippines | Social Media Manager |
| Ej Afzelius | Havas Media Ortega/Arena Philippines | Social Media Manager |
| Kankan Ramos/Lim | Havas Media Ortega/Arena Philippines | Executive Director Of Social |
| Iea Nepomuceno | Havas Media Ortega/Arena Philippines | Business Director |
| Edel Sarmiento | Havas Media Ortega/Arena Philippines | Account Manager |
| Michelle Obligacion | Havas Media Ortega/Arena Philippines | Account Executive |
| Jan Parma | Havas Media Ortega/Arena Philippines | Agency Producer |
| Bixie Reyes | Havas Media Ortega/Arena | Head Of Design/Creative Director |
| Noel Enriquez | Producer |
In just 10 days, the campaign created 66 million impressions, over 2,700 spontaneous brand mentions, a 10% increase in positive brand sentiment and 4,792 new organic likes for LBC’s official Facebook page. All of these numbers point toward LBC’s most successful fight sponsorship yet. In what was originally perceived as a diminished asset in Pacquiao, it eventually turned into a massive brand-building endeavor for LBC and the boxer himself. The fans were allowed to be heard and the message was clear: they still believe in Manny Pacquiao. All of this, because LBC decided to move.
Facebook and Twitter were used to drumbeat support for Manny Pacquiao. LBC also held free public screenings to get even more people behind Pacquiao. Even during fight night, social media was utilized to give a blow-by-blow account of the bout, harping the brand’s affiliation with Pacquiao at every turn.
LBC has sponsored all of Pacquiao’s fights for so many years. With another fight looming, the prospects seem to be dim for both the fighter and the brand, what with Pacquiao’s seeming decline. What we know is that the Filipinos, through thick and thin, never wavered in their support for Pacquiao. All they need now is a rallying point.