Go Lokal: DTI launches #FlexPHridays drive at LRT 1, MRT 3 stations, trains

The Department of Trade and Industry-Bureau of Domestic Trade Promotion (DTI-BDTP) will promote the #FlexPHridays campaign in over 140 digital screens of LRT 1 and MRT 3 stations as it aims to boost micro, small, and medium enterprise (MSME) exposure and consumer base.

A DTI news statement on Monday said this will be the first attempt of the #FlexPHridays campaign to go beyond digital advertising, making use of mass transport media to further raise awareness.

With LRT 1’s daily average of commuters/riders that range between 400,000 to 500,000 and MRT 3 with 500,000 riders per day, DTI said, #FlexPHridays is bound to reach and touch a wider audience.

#FlexPHridays is an offshoot of the DTI’s Buy Local, Go Lokal campaign, which focuses on promoting the products and services of local MSMEs in the mainstream market.

The said campaign, inspired by the Filipinos’ love for being up-to-date with the latest trends, has been promoting a healthy “flex” culture in social media to boost MSME exposure.

The #FlexPHridays campaign is done through a Friday weekly habit of getting both brands and consumers to post photos or videos featuring any Filipino product or service, which may include food, fashion, and furniture, on social media using the hashtags #GoLokal and #FlexPHridays.

To widen its reach, the campaign’s advertisement will be seen in all 20 LRT 1 stations (Baclaran, Edsa, Libertad, Gil Puyat, Vito Cruz, Quirino Avenue, Pedro Gil, United Nations, Central Terminal, Carriedo, Doroteo Jose, Bambang, Tayuman, Blumentritt, Abad Santos, R. Papa, 5th Avenue, Monumento, Balintawak, Roosevelt).

Meanwhile, in-train advertisement will be seen in both LRT 1 and all 13 MRT 3 stations (North Avenue, Quezon Avenue, Kamuning, Araneta Center-Cubao, Santolan-Annapolis, Ortigas Avenue, Shaw Boulevard, Boni, Guadalupe, Buendia, Ayala, Magallanes, and Taft Avenue).

Commuters taking the light rail transit system in Metro Manila will see the Buy Local, Go Lokal campaign audio video presentation (AVP) and social media  accounts of #FlexPHridays.

The DTI said that with this initiative, riders will learn how to become a BUYaning Pinoy, which are shown in three steps: Buy local products, snap a photo or video of your purchases, and flex it online by including the hashtag #FlexPHridays.

By exploring a different approach to advertising #FlexPHridays, the trade department hopes that the campaign will reach a wider audience and further stimulate the demand for homegrown brands.

Last month, the DTI tapped fast-food giant Jollibee Foods Corp. (JFC) to be its partner in promoting the #FlexPHridays campaign. With this partnership, Jollibee is set to create digital content across their social media channels and feature selected DTI-endorsed MSMEs in the campaign.