Financial Services, Commercial Public Services, Business Products & Services

Bronze
CAMPAIGN
Cebuana Lhuillier Re-Meet
AGENCY
Ace Saatchi & Saatchi
CLIENT
Cebuana Lhuillier
BRAND
Cebuana Lhuillier Pera Padala
DETAILS
The Philippines is the third largest remittance-recipient in the world, with 25 Billion USD in remittances in 2013 alone.  (India is the largest at 70Billion USD, China is second 60Billion USD).  Domestic remittance is also large, with millions of Filipinos moving to urban centers like Metro Manila to earn money they could send back home. With the remittance market being such a big pie, there are so many who want a slice of it: established global brands like Western Union, banks, quasi-financial institutions like Cebuana Lhuillier, logistics providers like LBC, and even big telco brands.
 
Yet, despite this ubiquity and necessity of remittance amongst Filipinos,  the money remittance category remained very functional – in terms of drivers of remittance channels and brand, as well as in communications. This was a gap that Cebuana Lhuillier saw and bridged.
 
Cebuana Lhuillier wanted to drive preference for the brand. To do this, Cebuana Lhuillier built affinity – a deeper connection with the Filipino senders and receivers. Through the “Re-Meet” campaign, Cebuana Lhuillier showed its target consumers that the brand understood what each transaction meant: that it was never just about the money.
 
“Re-Meet,” during its airing periods, spurred Cebuana Lhuillier to grow by double digits. As a testament to the material’s powerful connection to Filipinos, the campaign still pushed the brand to grow by double digits even when the material was re-aired after a year. Even in Brand Dynamics, Bonding scores went up and stabilized from 2012 to 2014. 
 
Sources: World Bank, 2014; National Statistics Office, 2010; Millward Brown UAI Study for Cebuana Lhuillier, 2012-2014
 
CAMPAIGN
Save Retirement
AGENCY
Clemenger BBDO
CLIENT
MLC
BRAND
MLC
DETAILS
‘She’ll be right.’ There’s no other saying that captures the Australian psyche so perfectly. It’s this optimistic,
relaxed attitude that makes our country what it is.  But this attitude also makes us vulnerable. 
 
This vulnerability is dramatically highlighted in the Wealth Management category. Don’t have enough money saved for your retirement? Not insured if you lose your ability to earn an income? Stuck in the wrong type of superannuation fund? Going to outlive your wealth?
 
She’ll be right.
 
With a $1 trillion superannuation gap, Australians are sleepwalking toward retirement without enough money.
 
MLC needed to give them a wake-up call.

 
Note: Results are confidential
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