MPT Mobility, CUE Group brings driving convenience with #DriveYourWay campaign

The campaign aims to encourage the usage of MPT Mobility’s all-in-one travel app, MPT DriveHub.

Traffic congestion in Metro Manila leads to significant delays and driver frustration, worsened by insufficient travel information, unpredictable road conditions, and a lack of real-time updates. Beyond the immediate daily impact on motorists, the economic toll of this congestion is significant, with costs standing at PHP3.5b (US$62.09m) per day and expected to rise to PHP5.4b (US$95.80m) daily—or approximately PHP1.97t (US$34.95b) annually—by 2035, according to a 2018 report by the Japan International Cooperation Agency.

Driven by the vision of giving Filipino motorists the freedom to move freely, mobility solutions company MPT Mobility sees the need to create a service that eases the driving experience of motorists traversing key expressways in the country.

This has resulted in the launch of the all-in-one mobile travel companion app, MPT DriveHub, which streamlines Filipino motorists' driving and mobility experience in navigating Metro Pacific Tollways Corporation expressways throughout the Philippines. Motorists can track their Easytrip and CCLEX RFID balances, receive real-time app notifications, reload RFIDs with a tap, find stopovers along expressways, access traffic updates, calculate toll fees, and request emergency roadside assistance—all in one app.

MPT Mobility has partnered with digital marketing company CUE Group to launch the #DriveYourWay with MPT DriveHub campaign, encouraging tollway users, travellers, and drivers to download the app and manage their RFIDs easily.

This digital and PR-led campaign highlights and breaks down all the app's key features, with social media focussed on raising awareness and educating users through easy-to-follow videos, instructionals, and infographics, whilst PR widens the reach toward other industries and business sectors.

In the spirit of the holiday season, part of the #DriveYourWay campaign gave back to its loyal tollway users who reloaded using the app and drove through any of the Metro Pacific Tollways expressways with the 2023 Holideals Promo and offered them a chance to win from an array of prizes, which added to the festive and rewarding experience for travellers during Christmas.

MPT Mobility and CUE Group’s initiative has produced stellar results for the app—140% higher than the target—as well as a total of almost PHP10.8m (US$191,519.96) worth of PR mileage. Monthly active users have also increased by 127% since the native transition on 8 May 2024. Beyond the numbers, the campaign has reached drivers and created a positive impact on their driving experience.

The campaign’s success in influencing the use of MPT DriveHub has been recognised by the prestigious Asian Experience Awards 2024, with the companies taking home the Philippines Customer Experience of the Year - Utilities category accolade.

The coveted awards program recognises innovative efforts from companies in different industries across the ASEAN region that deliver meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].