SWAK! Campaign

Since its inception in 2007, FIESTA Communities Incorporated has been at the forefront of affordable housing in North and Central Luzon, Philippines, staying true to its mission of providing hardworking Filipinos with a place they can truly call home. But beyond building communities, the company needed a message - a single and powerful word that will resonate deeply with its market.

This gave rise to the word “SWAK” a Filipino adjective which translates to “fits perfectly, just right, and right for the money”. Over its 17-year history, FIESTA Communities successfully delivered 34 developments, including extensions across 4 provinces in Central Luzon and this success can be credited to the SWAK messaging. The message is so powerful that the word SWAK became synonymous with the company whenever it penetrated a new location.

SWAK can be broken down into three (3) sub campaigns; SWAK sa Location which promotes the development’s proximity to key establishments and major road networks; SWAK sa Design which highlights the housing units with their perfect combination of aesthetic and functionality; and the SWAK sa Budget reiterating its affordability.

Outdoor collaterals like billboards, road banners, and streamers promoting the campaign are strategically placed on high foot traffic areas. Brochures are distributed to potential clients giving them detailed information about our housing projects. Radio stations also regularly play our radio advertisements.

Earlier this year, the campaign was further intensified with the release of the official SWAK! Campaign digital advertisement on our official facebook page. This 3 and half minute video follows the story of Sandy as she travels to the community while showcasing different walks of life along their SWAK housing units. It also tackles the life of renters and those families who are still living with in-laws and encouraging them to finally own a house. This material articulates what we do and who we are as a developer, helping Filipino families to realize their dreams, uplift their lives and empower communities. This is our humble contribution to nation building.