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, 2 out of 5 family providers leave their homes to work for higher paying jobs outside their city or country. Just so they can send money back home to their loved ones. But it comes at a price. Being unable to care for them personally. Cebuana Lhuillier wanted to be the preferred money transfer service amongst these Filipino workers. Our insight: Sending money to a loved one you’re apart from is like ‘giving care like you’re still there’. And we made this, our idea: Give care like you’re still there. To demonstrate it, we contacted Cebuana Lhuillier’s customers who send money to loved ones they’re apart from. And asked them to send us a message of care for that loved one. We then turned each message into an ad. And placed each ad where the customer’s loved one could see it. And everyone else could too, in a media space that made each message relevant to both. Thus, allowing our customers to give care like they’re still there. The executions: We placed ads containing relevant messages of care in targeted media touchpoints, including: TV ads during traffic advisories, during nighttime, medical shows, and so forth. Online ads linked to related content. Print ad beside crime news. Radio ads during rush hour. A billboard placed on the way to a local school. Ads on social media and via e-mail blast. Ads on buses. Ads on benches. Ads in fitting rooms. And more. Each execution led the public to our Facebook site, where they too could now give care to a loved one they’re apart from by posting their own care message. The results: 50,000 new Facebook followers in the first week. Over 100,000 new followers in subsequent weeks. Each care message was shared over 1000 times per day.

Each execution in the campaign led the public to our Facebook site, where they too could now give care to a loved one they’re apart from by posting their own care message. We received care videos from all over the country, containing heartwarming messages meant for mothers, fathers, grandparents, siblings, children, spouses, and even close friends.

The results: 50,000 new Facebook followers in the first week. Over 100,000 new followers in subsequent weeks. Each care message was shared over 1000 times per day.

This entry is appropriate to branded content and entertainment because we ‘literally’ took user-generated content and branded it. In fact, over 47 pieces of user-generated content were branded and turned into ads. We contacted Cebuana Lhuillier’s customers who send money to loved ones they’re apart from. And asked them to send us a message of care for that loved one. We then turned each message into an ad. And placed each ad where the customer’s loved one could see it, and everyone else could too, in a media space that made each message relevant to both. Thus, allowing our customers to give care like they’re still there.