Leading cement maker Holcim Philippines, Inc. has stepped up promotion efforts to raise awareness about the performance advantage of its offerings and the benefits of using the right cement for the right applications amid the continuing construction boom in the country.
The company released in August a new radio jingle to national and regional stations to highlight its general purpose cement Holcim Excel, and participated in the largest trade construction event in fast-growing Mindanao to promote its contributions to building important infrastructures nationwide.
Titled “Holcim Excel ang Semento Ko,” the jingle highlights the strength, durability and reliability delivered by Holcim’s general purpose cement, which is commonly used in residential building construction. The jingle will play until December 31.
“For the past 20 years, Excel has been the go-to brand for many end-users in the Philippines due to its outstanding quality and wide-spread availability. With this campaign, we are reinforcing the trust in the Excel brand,” said Holcim Philippines Senior Vice President for Marketing and Innovation Ram Maganti.
Holcim Philippines also participated in the recently concluded Philconstruct Mindanao, the region’s largest construction show, to promote its line-up of cement offerings. The company was awarded the top prize for its “Gawang Pinoy, Para sa Pinoy” booth, where it featured some of the iconic buildings and important infrastructures all over the country built using its various products such as the Bangui Windmills in Ilocos Norte and the Laguindingan and Davao International airports. It also showed a video celebrating Holcim’s Filipino heritage and other contributions to advancing the nation’s progress.
Holcim employees served as tour guides to explain to visitors the different products and their advantages and proper use. Maganti noted that providing an overview of different types of cement for specific applications is important to help users in optimizing the performance of Holcim products.
“Cement and concrete are always thought as boring but the fun and engaging way we communicated the value of our products and the focus we placed on a unique booth design and User Experience—entertain, educate and engage—helped us win this honor,” Maganti added.
Over 10,000 construction professionals participated in PhilConstruct Mindanao, which was held at the SMX Convention of SM Lanang Premier in Davao City from September 5 to 7.