Cebuana Lhuillier
Family Remeet
The Philippines is a developing country. Salaries are small, so family members are forced to leave their homes to work for higher salaries to support their loved ones. Currently, more than 10 million are employed overseas, while countless others from far-flung provincial areas work in the city. Most of them have not seen their families in years. Being able to send money back home to their loved ones is their reward for all their hard work and sacrifice. But with several of them not owning personal bank accounts, their only option is to use money remittance shops. Cebuana Lhuillier wanted to be the preferred Philippine money remittance service amongst these Filipino workers. Backed by its nationwide financial service network, it is one of the most reliable money remittance services in the country. So we demonstrated this rational benefit in a way that would emotionally engage our audience. Family Re-meet: Money transfers as reliable as delivering it yourself. From our database, we selected customers who were regularly remitting money to their family members in the Philippines. We secretly contacted them, and flew them home so they can personally hand their money to their loved ones. Having not seen each other for many years, these reunions made for incredibly emotional encounters. The coverage from these surprise reunions were turned into TVCs and short films on YouTube. People at home fell in love with the people onscreen, so we revealed the stories behind each “hand-delivered” transfer through heartwarming interviews with the families.
The Philippines is a developing country. Salaries are small, so family members are forced to leave their homes to work for higher salaries to support their loved ones. Currently, more than 10 million are employed overseas, while countless others from far-flung provincial areas work in the city. Most of them have not seen their families in years.
Being able to send money back home to their loved ones is their reward for all their hard work and sacrifice. But with several of them not owning personal bank accounts, their only option is to use money remittance shops.
Cebuana Lhuillier wanted to be the preferred Philippine money remittance service amongst these Filipino workers. Backed by its nationwide financial service network, it is one of the most reliable money remittance services in the country.
So we demonstrated this rational benefit in a way that would emotionally engage our audience.
Family Re-meet: Money transfers as reliable as delivering it yourself.
From our database, we selected customers who were regularly remitting money to their family members in the Philippines. We secretly contacted them, and flew them home so they can personally hand their money to their loved ones.
Having not seen each other for many years, these reunions made for incredibly emotional encounters. The coverage from these surprise reunions were turned into TVCs and short films on YouTube.
People at home fell in love with the people onscreen, so we revealed the stories behind each “hand-delivered” transfer through heartwarming interviews with the families.
Result
The campaign brought in an 18% increase in remittances two months after its launch, and made Cebuana Luillier the most talked-about remittance service in social networking sites for weeks.