CEBUANA REMEET

Short List
TitleCEBUANA REMEET
BrandCEBUANA LHUILLIER
Product / ServiceMONEY REMITTANCE
CategoryA01. Use of promotional stunts/live advertising/live shows/concerts & festivals
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Advertising Agency ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

Credits

Name Company Position
Andrew Petch Ace Saatchi/Saatchi Executive Creative Director
Trixie Diyco Ace Saatchi/Saatchi Vp/Creative Director
Jordan Santos Ace Saatchi/Saatchi Associate Creative Director
Maan Agsalud Ace Saatchi/Saatchi Copywriter
Janette De Veyra Ace Saatchi/Saatchi Art Director
Milton Ganelo Ace Saatchi/Saatchi Art Director
Anna Zavalla Ace Saatchi/Saatchi Art Director
Edg Samson Ace Saatchi/Saatchi Client Service Director
Lala De Leon Ace Saatchi/Saatchi Management Supervisor
Ping Castillo Ace Saatchi/Saatchi Account Executive
Eva Ocampo Ace Saatchi/Saatchi Account Executive
Carmen Antunez Ace Saatchi/Saatchi Planner
Loren Bade Ace Saatchi/Saatchi Planner
Michaelangelo Reyes Free Lancer Agency Producer

The Brief

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 Lhuillier wanted to be the preferred money remittance service for these Filipino workers.

Describe how the promotion developed from concept to implementation

The idea: Money transfers as reliable as delivering it yourself. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The surprise ‘hand-delivered’ transfers made for a very powerful demonstration of our idea, especially since the families involved had been apart for years.