MG Philippines has been known for its youthful brand profile since it entered the Philippine market through The Covenant Car Company, Inc. (TCCCI) two years ago. And what better way to capture its audience than with music?
MG has organized numerous campaigns, promotions, and public events, such as the MG Live! free concert series which showcased local Filipino music. But with the numerous restrictions brought about by the COVID-19 pandemic, MG Philippines has taken a different direction in highlighting its brand identity through music.
Any millennial would know the contemporary folk OPM band Ben&Ben. And many probably have their songs on their road trip playlist too. So MG Philippines recently joined the band on an extraordinary road trip on-board a fleet of modern, stylish, British heritage MG vehicles, in part to promote the band’s latest single “Di Ka Sayang.”
The journey may be viewed in full on Ben&Ben’s YouTube channel, as the latest episode of Ben&Ben TV (aka #BBTV.) The episode is choc-full of the band’s musings on road trips, togetherness, being thankful for being able to do the thing they love the most, and their thoughts on never taking anything for granted given the current state of things. The video culminates in a special performance of “Di Ka Sayang” shot in a scenic location, powered by MG Philippines.
To further elevate this partnership, MG Philippines engaged popular FM radio station Wish 107.5 to air a “Wishclusive” Ben&Ben performance of their new single “Di Ka Sayang.” The timely and positive message of the song reaches the station’s 10 million YouTube subscribers, and effectively serves to inspire during these challenging times.
“We had several MG Live! free concerts lined up for 2020 and, unfortunately due to the COVID-19 pandemic, we felt it more prudent to hold off on mounting these events in light of upholding public safety protocols,” says Lyn M. Buena, Executive Vice President and Director of Marketing and Communication Services for MG Philippines. “We miss live music events, and we feel this partnership with Ben&Ben offers the next best thing, while keeping everyone’s safety in mind. This extraordinary collaboration highlights the band’s love of road trips, our MG Philippines’ love for homegrown music, and our collective gratefulness for still being able to work on meaningful, creative endeavors amidst the challenges we all face. Likewise, the optimism of Ben&Ben’s latest single, “Di Ka Sayang,” reminds us of our worth and the different roles we play in our day-to-day lives; this message takes on greater significance nowadays where, more than ever, being understanding and supportive of one another go a long way.”
Watch the latest episode of #BBTV powered by MG Philippines here: https://www.youtube.com/watch?v=q8Csx6iuGU8
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