Tangrams - Asia Pacific Marketing Effectiveness & Strategy

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

Financial Services, Commercial Public Services, Business Products & Services