Challenge
Union Bank of the Philippines set out to launch the country’s first Innovation Campus in San Pedro, Laguna, to showcase its leadership in financial technology, artificial intelligence, and digital banking. However, a nationwide surge in COVID-19 cases disrupted plans for an in-person gathering. The bank required a rapid strategy to pivot a high-stakes corporate landmark into a safe, engaging virtual event while securing national media reach and stakeholder support.
Solution
Grupo Agatep engineered a digital-first strategy, managing the creative direction, scriptwriting, and technical dry runs for one of the country’s first high-production virtual groundbreakings. Hosted by broadcast journalist Tony Velasquez, the event featured pre-recorded ceremony segments and endorsement messages from top government regulators. To sustain momentum, the agency led targeted media outreach, hosted a live Zoom press conference, and executed a post-event blitz featuring national broadsheet advertorials and broadcast interviews.
Results
The campaign drove extensive national coverage across major print, broadcast, and online platforms, doubling initial media value targets. The live press conference attracted strong media turnout, while the public broadcast generated tens of thousands of digital impressions and high audience engagement. Endorsement from financial regulators and global technology partners successfully cemented the bank’s position as the country’s leading digital banking innovator.
