AGC PHC’s Marketing Subsidiaries Group Mounts First Joint Project with Mastercard x BEEP

From idea generation to talent sourcing, music production, and event execution, AGC PHC’s Marketing Subsidiaries Group delivered a successful launch for one of its premium clients. 

On a Monday morning at 7 AM, unsuspecting commuters riding the BGC bus were met with a priceless surprise. Darren Espanto, disguised as an ordinary passenger, serenaded commuters with an impromptu performance on board a BGC bus. At the next stop, he continued to surprise more passengers waiting in line by serenading them with more songs. The energy escalated when G-Force , led by Teacher Geoercelle, took over the stop with an electrifying flash mob. Darren joined the dancers for the finale, holding up a Mastercard card and announcing that commuting is now made more easy with the expanded payment option of BEEP. Through a partnership with Mastercard, passengers can now tap and go on the BGC bus—no cash or lines required. The moment was met with cheers and excitement, signaling the success of the event.

^{Darren Espanto surprising passengers with a song}

This activation, a first for Mastercard in the Philippines, also marked a first for AGC Power Holding Corp.’s (AGC PHC) Marketing Subsidiaries Group (MSG). This campaign showcased the full capabilities of MSG: KLiQ led the creative efforts of the campaign, from conceptualization to scriptwriting and storyboarding, DigistarPH took charge of sourcing the right talents, facilitating negotiations, and ensuring deliverables were met efficiently, 7640 Inc. composed and produced the original music used for the flash mob performance, and Events100 managed logistics which included wrapping the bus and identifying the perfect route to take, securing necessary permits, and coordinating with event and BGC staff. MSG worked together to deliver a seamless activation for Mastercard.

^{Darren Espanto, Teacher Georcelle and her GForce team energizing the crowd}

Carmelli Daet, AVP of Business Development at AGC PHC, reflected on the project’s success, “This collaboration is something you won’t find anywhere else. It’s an integrated approach where clients don’t need to engage with multiple agencies just to execute one campaign. The Marketing Subsidiaries Group has everything under one roof. Our subsidiaries work well with the power as one, creating a synergy that drives results. The client was happy with the outcome, and we’re proud to have exceeded their expectations.”

For clients looking for a streamlined, all-in-one solution to their marketing needs, AGC PHC’s Marketing Subsidiaries Group offers a priceless service—deliver a successful campaign execution from start to finish.