The Campaign

TV programs, movies, and online videos are already being utilized to include marketing messages. Regulatory bodies exist. General restrictions are primarily concerned with maintaining the accuracy of claims and moral standards of each material. Specific restrictions vary per brand, depending on its category.

Results

In the Philippines, family members are forced to leave home to work for higher salaries to support their families. Over 10M work overseas. Countless others from far-flung provinces work in the city. They haven’t seen their families in years. With no bank accounts, they only use remittance shops to send money back home. CEBUANA wanted to be the preferred money remittance service for these workers. We selected customers who were regularly remitting money to their families, contacted them, then flew them home to personally hand their money to their loved ones. Having been apart for years, this made for a very powerful demonstration of our idea. We edited the footage into TVCs & YouTube films. Viewers fell in love w/ the families onscreen, so we revealed their stories through BTS interviews.

After the TVC went on air, people at home fell in love with the people onscreen. So we revealed the stories behind each ‘hand-deliver’ transfer through heartwarming interviews with the families.

Cebuana Lhuillier became the most talked-about remittance service in social networking sites for weeks. Just two months after the campaign, Cebuana remittances increased by a sizeable 18 percent.