In the Philippines, TECNO, the innovative technology brand, has launched its compelling brand campaign, “Don’t Stop Rising,” accompanied by the debut of the brand manifesto video, “Never Not Ready.” Capturing the essence of Filipino youth, TECNO spotlights the remarkable drive among young Filipinos to chart their paths and create opportunities. This initiative serves as a vibrant call to action, encouraging the youth to embrace every moment, own it, and persistently rise to achieve their utmost potential.
The campaign kickstarts with the dynamic and creative music manifesto “Never Not Ready,” moving beyond conventional brand films. The video encapsulates the core spirit of modern Filipino youth, illustrating their readiness to seize opportunities at any given moment. It features diverse scenarios – from a fashion enthusiast creatively using a CD’s light for social media to a game enthusiast honing skills while waiting for coffee, a passerby scoring a basketball, and a dancer spontaneously crafting TikTok content anywhere, anytime.
Lucia Liu, TECNO’s Chief Brand Officer, highlighted the campaign’s resonance with Filipino consumers. Liu expressed that the campaign is more than a marketing initiative, as it deeply connects with Filipinos’ essence, establishing an emotional bond and amplifying their inspiring “Never Not Ready” outlook on life.
Situated at the forefront of business and innovation in the Asia-Pacific region, the Philippines witnesses rapid economic growth. Concurrently, the youth are rising to match the nation’s development, pursuing higher education and proactively creating opportunities instead of waiting for them to emerge. This fervent spirit resonates seamlessly in the lives of local youth, symbolising boundless potential and creativity.
The manifesto draws from real-life experiences of Filipino youth, featuring influencers Kush Obusan and CJ Villafuerte. Kush’s early foray into fashion photography during her university days led to her becoming a significant voice in Gen Z fashion on social media. Similarly, CJ’s gaming prowess not only propelled him into the gaming livestream industry but also into ventures spanning property leasing, restaurants, and skincare. CJ exemplified his approach by stating, “In every battle I face in a game, I see it as an opportunity to strive for victory and to rise for a better self, just as I face every day in my life. I am ‘Never Not Ready’ for the daily challenges we encounter.”
The manifesto serves as a prelude to upcoming campaigns, including the anticipated 12.12 and Christmas season promotions in the Philippines. TECNO aims to engage its audience further by encouraging them to share their “Don’t Stop Rising” stories on social media for a chance to win TECNO Xmas Rising Gift Boxes. Furthermore, customers purchasing any TECNO Phone during the offline pop-up store event at SM Mall of Asia from Dec 1 to Dec 21 can have their Christmas wishes granted and also participate in exciting prize contests.
In essence, the “Don’t Stop Rising” campaign embodies TECNO’s overarching brand ethos of “Stop at Nothing.” It aligns with TECNO’s global initiatives, reflecting the brand’s commitment to inspire youth in different regions. These endeavours cement TECNO’s role beyond technological innovation, serving as a catalyst for substantial progress and enabling global youth to reach their highest potential.
