Foton PH Launches 'Kayang-Kaya' Brand Campaign
Looking to kick off 2019 in style, Foton Motor Philippines launched a new brand campaign dubbed Kayang-Kaya, which aims to reinforce the brand's confidence while opening bigger possibilities and grander breakthroughs for Filipino families and businesses.
"We arrived in the Philippine shores last 2006, and started out with just a single pick-up and light-duty truck,” shared Foton Philippines President Rommel Sytin at the campaign's launch. "Although the name was relatively new to the local market, I took the risk, and did the best that I could do to move this business forward."
The Kayang-Kaya campaign is comprised of four 30-seconder videos that highlight how Foton has become an integral part in the daily lives of Filipino families and businesses. Accompanied by Noel Cabangon's song bearing the same name as the campaign, the videos demonstrate Filipino family values of hard work, determination and positivity.
"Kayang-Kaya embraces the spirit of resilience and capability that has been in our brand's DNA since the beginning," Sytin added. "Over the years, we have invested in improving the reliability of our vehicles along with the continuous work on strengthening the customer experience through a focus on our aftersales service. That makes up the heart of this campaign."
In 2018, Foton PH became the country's ninth bestselling vehicle brand. It also managed to bag the third spot in terms of truck sales. This year, Foton is looking to cash in on the government's massive infrastructure building programs with its light- and heavy-duty truck segments.
"We see this campaign as something relevant to the Filipinos," said Foton Philippines Executive Vice President Anna Maria Parado. "It doesn’t just promote possibilities in capabilities, it also depicts our positive outlook in all situations, no matter how tough and challenging they get."
"With Kayang-Kaya, we are not just the ones capable. Through our promotions such as low-down payment and low monthly payment schemes, those in need of vehicles are given the biggest chances to avail vehicles that are heavy on the features, yet light in the pockets in the most convenient ways possible," Parado closed.