Cutting-edge technology brand TECNO has officially launched its captivating brand campaign, “Don’t Stop Rising,” in the Philippines. The campaign’s inauguration is marked by releasing the brand manifesto video titled “Never Not Ready.” With a keen understanding of the aspirations of Filipino youth, TECNO spotlights the unwavering determination of young Filipinos to carve their path and seize opportunities. This dynamic initiative serves as a rallying cry, urging the youth nationwide to embrace every moment, make it their own, and persistently strive to be the best version of themselves.
The campaign takes flight with the release of the enthralling music manifesto, “Never Not Ready,” which goes beyond conventional brand films. The video encapsulates the core spirit of contemporary Filipino youth—eschewing the wait for the perfect moment to be prepared and instead seizing opportunities to rise. Examples include a fashionista creatively expressing herself on social media using light from a mere CD, a dedicated gamer enhancing skills while waiting for coffee, a passerby shooting hoops with a basketball that unexpectedly rolls their way, and a dancer spontaneously choreographing captivating TikTok content anytime, anywhere.
“We deeply understand Filipino consumers, which is why TECNO is initiating this exciting campaign after TECNO’s rise in the Philippines in recent years. Today we are not just launching a marketing campaign but creating something that deeply resonates with the essence of Filipinos, establishing an emotional connection with them and giving them a strong voice-out about their inspiring ‘Never Not Ready’ attitude to life,” according to Lucia Liu, Chief Brand Officer at TECNO.
Positioned at the forefront of business and innovation in the Asia-Pacific region, the Philippines is currently experiencing rapid economic growth. The youth in the country are rising to the occasion, pursuing higher education to meet global standards and creating their own opportunities in life rather than waiting for them to materialize. This spirit is vividly reflected in the daily lives of local youth who remain prepared to seize opportunities, showcasing boundless potential and creativity.
The stories portrayed in the manifesto video are rooted in the real-life experiences of Filipino youth, featuring influencers like Kush Obusan and CJ Villafuerte. Kush, an influential voice in Gen Z fashion on social media, was already active in the fashion industry during her university days. Similarly, CJ’s passion for gaming catapulted him into the gaming livestream industry, laying the groundwork for his success in property leasing, restaurants, and skincare.
The manifesto serves as a precursor to upcoming campaigns and the highly anticipated 12.12 and Christmas season promotions in the Philippines. TECNO plans to engage its audience further by encouraging them to share their own “Don’t Stop Rising” stories on social media to win TECNO Xmas Rising Gift Boxes. As part of the offline pop-up store event at SM Mall of Asia from Dec 1 to Dec 21, customers purchasing any TECNO Phone have the chance to have their Christmas wish granted. Visitors who post a social media check-in during the pop-up shop can stand a chance to win significant prizes. TECNO will also roll out product discounts and freebies through market activities during this peak season in the Philippines.
The “Don’t Stop Rising” campaign serves as a living embodiment of TECNO’s overarching brand ethos — embodied by the unwavering commitment to “Stop at Nothing.” It seamlessly aligns with TECNO’s global initiatives, exemplified by the brand’s previous campaign, “Don’t Stop Exploring Life’s New Angles,” aimed at inspiring Indian youth to unearth their true passions. These endeavors underscore TECNO’s role as a provider of technological innovation and as a catalyst for significant progress, pioneering technologies that empower global youth to realize their full potential.