Title | GIVE CARE LIKE YOU'RE THERE |
Brand | CEBUANA LHUILLIER |
Product / Service | MONEY REMITTANCE |
Category | C04. Financial Services, Commercial Public Services, Business Products & Services |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Advertising Agency | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Media Agency | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi & Saatchi Manila | Executive Creative Director |
Jordan Santos | Ace Saatchi & Saatchi Manila | Creative Director |
Marielle Nones | Ace Saatchi & Saatchi Manila | Art Director |
Sweet Barbon | Ace Saatchi & Saatchi Manila | Copywriter |
Rizalina Victoria Panganiban | Ace Saatchi & Saatchi Manila | Art Director |
Paulo Reyes | Ace Saatchi & Saatchi Manila | Copywriter |
Paulo Reyes | Ace Saatchi & Saatchi Manila | Copywriter |
Nico Leviste | Ace Saatchi & Saatchi Manila | Art Director |
Edg Samson | Ace Saatchi & Saatchi Manila | Client Service Director |
Lala de Leon | Ace Saatchi & Saatchi Manila | Group Account Director |
Eva Ocampo | Ace Saatchi & Saatchi Manila | Account Director |
Niko Valerio | Ace Saatchi & Saatchi Manila | Account Manager |
Carmen Antunez | Ace Saatchi & Saatchi Manila | Strategic Director |
Loren Bade | Ace Saatchi & Saatchi Manila | Planner |
Gen Wang-Lizares | Ace Saatchi & Saatchi | Head of Digital |
Yhanee Mendoza | Ace Saatchi & Saatchi | Associate Event Director |
Aya Gonzales | Ace Saatchi & Saatchi | Event Manager |
Nikki Pereyra | Ace Saatchi & Saatchi | Events Coordinator |
Cheska Arabani | Ace Saatchi & Saatchi | Activation Assistant |
Jordan Swing | Freelance | Activation Assistant |
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.
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.
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.
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.