In Manila, Philippines, TECNO, a brand synonymous with innovative technology, has launched a groundbreaking marketing campaign titled “Don’t Stop Rising.” This initiative is a clarion call to the Filipino youth, encouraging them to relentlessly pursue their dreams and carve their own paths in life.
The Ethos of Seizing Opportunities
The campaign’s core message is about seizing opportunities and not waiting for the perfect moment. It’s a celebration of the dynamic and resilient spirit of young Filipinos, who are constantly striving to become the best versions of themselves.
“Never Not Ready” – A Manifesto of Resilience
Accompanying the campaign is a video manifesto named “Never Not Ready,” which showcases a variety of real-life scenarios. These vignettes highlight how individuals can express their creativity and resilience in everyday situations. From a fashionista using a CD to create unique lighting effects for social media posts to a gamer honing his skills while waiting for coffee, the campaign captures the essence of being ever-ready and adaptable.
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Everyday Scenarios, Extraordinary Creativity
The campaign video brings to life everyday moments of creativity and spontaneity. It features scenarios like a passerby turning a random basketball encounter into a scoring opportunity, and a dancer creating engaging TikTok content on the fly. These stories are not just narratives; they are reflections of the vibrant and resourceful Filipino youth.
A Deep Understanding of Filipino Consumers
Lucia Liu, TECNO’s Chief Brand Officer, emphasizes the brand’s deep connection with Filipino consumers. “TECNO is not just launching a marketing campaign; we are creating something that resonates with the essence of Filipinos,” she states. This campaign is a testament to TECNO’s commitment to understanding and empowering its consumers in the Philippines.
Influencers as Beacons of Inspiration
The manifesto video doesn’t just tell stories; it features real-life influencers like Kush Obusan and CJ Villafuerte, who embody the ‘Never Not Ready’ attitude. They serve as prime examples of how the Filipino youth are embracing challenges and opportunities with open arms.
A Voice for the Youth
TECNO’s “Don’t Stop Rising” campaign is more than a marketing strategy. It’s a platform that gives the Filipino youth a voice and a space to showcase their resilience, creativity, and readiness to face life’s challenges. It’s a celebration of their spirit and a testament to their unyielding drive to rise above.
