I am Amaia

More than just having a roof over one’s head, the general view is that home ownership is one significant step towards an improvement of economic and social stature.

As a positive move towards a better and more secure future, it is not surprising that owning a home is a primary ambition for most.

Recognizing this aspiration, Amaia makes it easier for more Filipinos to realize the dream. As the newest company of Ayala Land that caters to a broad, affordable market segment, Amaia is the ideal property investment for industrious Filipinos whose hard-earned incomes should be spent wisely on good quality homes that are within reach. And thus, Amaia's new television commercial encourages home buyers, "Kaya mo na!"

The homes are accessible even to Filipino families who belong to the broad C income segment and whose monthly household income is from P20,000 to P50,000. "They may be professionals, civil servants, bank employees, BPO agents, OFWs and first-time home buyers who desire privacy and independence," says Celis.

One important aspect to consider is that Amaia is backed by respected developer Ayala Land. This leader in the industry has proven its expertise in developing medium-scale projects like residential properties to large-scale, multi-hectare, mixed-use developments over time since its success in Forbes Park and the Makati Central Business District. Says Celis, "The same promise of quality and assurance remains at the core of Ayala Land's new projects today (and applies) to the house-and-lots and condominiums built by Amaia." He cites another benefit, "Ayala Land properties stay within the care of Ayala Property Management Corp (APMC) whose standards in property and estate management is unmatched in the industry."

Ricky Celis, Amaia Land President

As a brand hinged on affordability, Amaia is available to Filipinos across different walks of life, whoever they are, whatever they do, through the different product lines-Amaia Scapes, Amaia Steps, Amaia Skies-in multiple locations in the country."

The good thing is that Amaia projects are located across the country, allowing more Filipinos to benefit by living in well-planned communities. House and land developments branded as Amaia Scapes are currently located in Calamba, Laguna; Cabanatuan, Nueva Ecija; North Point, Talisay, Negros Occidental; Lipa, Batangas and General Trias, Cavite. A medium-rise development called Amaia Steps is located in Novaliches while a high-rise development called Amaia Skies is being built along EDSA corner P. Tuazon in Cubao.

He explains that from the get-go, the developer recognized the importance of accessibility to and from Amaia communities. Accordingly, they ascertained that modes of public transport were readily available." Adds Celis, "Apart from that, we looked at accessibility from the sustainability aspect, taking in mind the presence of schools, hospitals, places of worship, commercial centers or lifestyle malls."

There are the additional bonuses. "More than the economic benefits derived from owning a property which appreciates over time, the value of owning a home is really about ensuring that children have a nice, safe place to grow up in; that they live in a community where they are assured of a pleasant childhood and for us grownups, that we can live the lifestyle we choose in a home that is truly ours," says Ricky Celis.

He concludes, "The gratification comes with knowing that we are making lives better by providing homes. We are happy that we can extend our reach to ordinary people. At Amaia, we derive fulfilment from knowing that we can empower hardworking Filipinos to finally achieve their dreams."

"The concept flowed quite naturally probably because the agency was fortunate enough to have been part of the Amaia Brand from its very birth," he muses. "We worked very closely with our key client partners to come up with the Brand's DNA and essence. As a consequence, I knew exactly what the unique offer was to the consumer: Empowerment." The goal was to make the target market come to the realization: "Kaya ko na."

Amon elaborates, "Amaia is the embodiment of every hard working person's ambitions and achievements. It is more than just a piece of real estate. It is a symbol of one's triumph over the odds." Thus, "Kaya ko na, I am Amaia' is apt because home ownership can be the culmination of a lifetime of hard work.

John relates how he came up with the catch-line.' "One morning at the office I was playing around with some ideas and had a sheet of paper in front of me with the Amaia logo on it. And, as most big ideas come, I realized that the letters I, A and M were staring me right in the face. I AM were three simple letters that captured the essence of empowerment; three letters that naturally transformed into an anagram of Amaia."

"After that, it was all a matter of translating the basic idea into a full blown campaign with my Creative Director, EJ Dimaano, her very creative concept teams, and Jun Maneze and his team from Account Management. " He acknowledges, "Ultimately it always helps that you have client partners who trust in you and who believe in the idea and in the vision as much as you do. That's how good ideas turn into great campaigns."

By focusing on the ‘I am Amaia' tagline, respected film director Luigi Tabuena was on-point in communicating the key message of the brand. However, he identifies one challenge in making the commercial, "There were multiple faces, multiple situations, and special effects that had to be married together to create a cohesive look. It took a lot of time and patience to give the commercial a polished, put-together finish.

The goal was to bring across the message that Amaia's developments are meant to address the hopes of Filipino society throughout the archipelago-- whether father, daughter, manager, OFW hero, or dreamer. It cuts across professions, age and region. The commercial encourages everyone: "Whoever you are, whatever you do, you deserve the home you've always wanted. Kaya sa Amaia,pinadali nang maabot ang pangarap mo."

"From the very beginning, the entire team wanted to bring importance to the unique individuals that would eventually live in the Amaia properties; to show each person in his respective life situation," Tabuena shares. "I think the importance of the individual person is both the inspiration for our commercial and the resounding factor in what makes it effective."

His vast experience in film making and the creative process is a distinct advantage. "To create more intimate connection with the audience, we created a concept that revolved around ‘living portraits.' Each person was photographed looking directly into the lens of the camera with a sense of calm accomplishment, giving our viewers a chance to possibly see themselves in the people on screen."

But Luigi Tabuena admits to a personal connection with the Ayala brand.

"I've lived on various Ayala properties for the majority of my life, he says. " From residential spaces to commercial spaces, there seems to be a desire from within the company not just to make their developments livable, but also make them beautiful. Many Ayala properties are, to me, a physical and visual reminder of how wonderful our country could be."

As a brand that shares the vision of Ayala Land in "enhancing land, enriching lives for more people throughout the country , Amaia will enable more Filipinos to live in better communities. On this latest collaboration with Amaia, director Luigi Tabuena states, "I am proud to share in the vision."

The Philippine Star
27 May 2012
By: Joy Angelica Subido