Coca-Cola's "LRT-1 Central Station Domination", created by PHAR, bags Bronze at ICE Awards

At the recently concluded Media Congress ICE Awards 2017 in Baguio, Starcom Mediavest Philippines won the Bronze for Coca-Cola’s Station Domination campaign.

The campaign focuses on the LRT-1 Central Station, dominated by the beverage giant’s iconic bottle, and red and white color scheme. Launched in June 2017,

Coca-Cola has dominated the landscape of the LRT-1 station, including stairwells, floor, benches, digital screens and trains (see pictures below). This

campaign goes hand-in-hand with the upgrades that Light Rail Manila Corp (LRMC) has implemented as part of their station improvement program, including the installation of new security systems, lighting, repaired ceilings and roofs, as well as painting works. 

All ICE Award campaign entries went through strict screening processes, and the judging was based on three parameters: ICE – Insights, Creativity, and Effectiveness. In the end, Coca-Cola’s Station Domination campaign, joined the ranks of equally outstanding campaigns for Oreo, Colgate, McDonald’s and Huawei.

“Starcom is thankful for its partnership with PHAR for helping realize one of the most ambitious and spectacular outdoor displays in the country, Coca-Cola LRT-1 Central Station Domination. Being awarded a Bronze ICE Award for this undertaking is worth all the challenges that we went through in turning this vision into a reality. Thanks PHAR for all your support!” said Starcom Mediavest Group Philippines, Inc. Media Director, Cris D. Cepeda. 

“The ICE award is an amazing bonus for all the hard work the teams involved put in over a six month period. What brings us fulfillment is the fun and energy we get to bring to our commuters every single day.” said PHAR Philippines, General Manager,

Patricia Sison.

Media Specialists Association of the Philippines’ (MSAP) ICE Awards recognizes

media agencies, networks, and publishers for exemplary works in media thinking and communication.

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PHAR SECURES LANDMARK PARTNERSHIP BETWEEN ACCENTURE AND BRITISH TRIATHLON

Accenture has signed a four-year sponsorship agreement to become a lead partner of British Triathlon, in a deal brokered by PHAR.

The unique partnership will see the leading global professional services company work hand-in-hand with the sport’s world-class athletes and coaches. The two organisations will also promote inclusion and diversity through the expansion of a new mixed relay format of triathlon.

Accenture is now an Official Partner of British Triathlon’s Elite Teams. The organisations will work closely to improve elite triathlete performance in the run-up to Tokyo 2020 by applying new technologies across the sport’s world-class Olympic and Paralympic programmes.

Accenture will also be the Official Innovation Partner and Official Mixed Relay Partner, a format that British Triathlon has big plans for following the recent announcement that it will debut at the Tokyo 2020 Olympic Games.

Commenting on the announcement, Marcus Wight, CEO of PHAR said, “We are really excited to be involved in such a significant partnership which we believe will become a ground breaking example of sponsorship at its very best. We have been working exclusively with British Triathlon on creating their strategy for approaching brands and to now have introduced Accenture and to be part of the relationship moving forward is very rewarding.“ 

Jack Buckner, CEO British Triathlon said “PHAR have played an integral role in securing our partnership with Accenture. We have been working exclusively with PHAR on creating our strategy for approaching brands and through their introduction we have now together created one of the most exciting and potentially impactful partnerships for an Olympic sport post 2012. We look forward to their continuing role in maximising this partnership and helping us to secure additional sponsors.”

Julian Skan, Senior Managing Director at Accenture, said: “We are extremely proud to partner with British Triathlon. Triathlon is a sport that fits perfectly with our focus on gender equality and disability inclusion, as well as promoting health and wellbeing. And nothing beats working together when you are striving for success, so we’ll support British Triathlon’s elite triathletes by applying new technologies with the aim of improving performance.”

The deal represents one of the biggest investments in British Olympic sport since the London 2012 Olympic Games. It’s a unique opportunity to build upon the sport’s success and create a platform to encourage active and healthy lifestyles through triathlon.

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Coke Studio Launches on LRT in Manila

Following their recently launched Station Domination program at Central Station, Coca-Cola has launched the globally awarded "Coke Studio" at Central Station.

Top Filipino music talent including Reese Lansangan, Jensen and the Flips, BP Valenzuela, Autotelic, Gracenote, Ransom Collective, Franco, and Buddy Zabala feature in Coke Studio. 

PHAR and Coca-Cola worked together to transform Central Station into a haven for Filipino music aficionados, ensuring awareness for Coke Studio with 500,000 daily LRT passengers. 

Rapid KL Launches CGC - Glenmarie Station Naming

CGC-Glenmarie has been announced as the 4th station to be named, launched as part of the wider Station Naming Rights Programme in Kuala Lumpur. As part of the 5 year deal, CGC will be able to demonstrate their new corporate branding which is present throughout the brand new CGC Glenmarie station, as well as engage and educate Rapid KL passengers about CGC’s unique service offering. Credit Guarantee Corporation Malaysia Berhad (CGC) is a limited company whose main objective is to play a developmental role in supporting the country’s economic development agenda by assisting marginal but potentially viable small and medium scale enterprises (SMEs). CGC facilitates SMEs access to financing through its guarantee schemes.

LRMC Partners With Coca-Cola at LRT-1 Central Station

Beverage giant Coca-Cola and LRT-1 operator Light Rail Manila Corporation (LRMC) recently sealed a new partnership that will provide an enhanced commuter experience for passengers in LRT-1’s Central station.

This alliance made possible by PHAR Partnerships, LRMC’s exclusive ancillary revenue partner, is part of LRMC’s ongoing P65-billion Station Improvement Project which will refurbish all of the train line’s existing stations. Now, with Coke on board as LRMC’s first “Station Domination” partner, Central station will enjoy features and conveniences for the benefit of Manila’s LRT-1 riders.

“This ‘Station Domination’ initiative involves private companies contributing to LRMC’s ongoing efforts to improve the structure and facilities of all LRT-1 stations. Coca-Cola is the first partner in this program. We are excited about the initiatives that Coca-Cola will bring to Central station in helping facilitate a better riding experience for our passengers” said Rogelio L.  Singson, President and CEO of LRMC.

Through Station Domination, the LRT-1 Central station will be dressed up in Coca-Cola’s iconic bottle and red color. This new aesthetic goes hand-in-hand with the upgrades LRMC has implemented in the station which include the installation of LED lights, repaired ceilings, and refreshed painting works. Through this partnership, Coca-Cola will definitely be adding vibrance and energy to a commuter’s journey.

“As a global company, Coca-Cola has always been at the forefront of innovation – may it be through the new products we introduce in the market up to the ways we connect with people, particularly teens, every day.  We are excited to have partnered with LRMC in refreshing and reinventing the train ride experience of millions of Filipinos. We look forward to making the commute more fun and colorful for everyone here at Central Station,” Stephan Czypionka, Vice President for Marketing of Coca-Cola Philippines.

“This program is about private companies helping public utilities make for a better commuting experience. PHAR is delighted to have paved the way for the partnership between Coca-Cola and LRMC. When we started working on the “Station Domination” project, we were looking for a brand that has been intertwined with the Filipino DNA and we knew that Coca-Cola is that brand! The ulimate winner is the passenger – better station facilities and Coca-Cola’s ability to refresh and inspire passengers on a daily basis“ said PHAR Managing Director for Asia Prem Bhatia.

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