Brief Explanation

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.

Results and Effectiveness

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. 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. And it helped Cebuana Lhuillier retain its status as the preferred money transfer service amongst Filipino workers.

Creative Execution

The creative execution was relevant to the service because it literally demonstrated what the service did. The advertising enabled customers apart from their loved ones to give care like they’re still there. Just like their money transfers. 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.

Insights, Strategy and the Idea

Cebuana Lhuillier wanted to be the preferred money transfer service amongst Filipino family providers who leave their homes to work for higher-paying jobs outside their city or country. Just so they can send money back home to the loved ones they can no longer care for personally. So we asked Cebuana Lhuillier’s customers to send us a message of care for their loved ones. We then turned each message into an ad. And placed each ad where the customer’s loved one could see it. And the public could too, in a media space that made each message relevant to both.