Cebuana Lhuillier: Re-Meet

Martin Sarmenta

This case study describes how Pera Padala, a money transfer brand in the Philippines, launched a campaign to highlight the personal stories of money transfer to build consumer affinity with the brand.

Cebuana Lhuillier "Re-Meet"

Martin Sarmenta

Campaign details

Brand owner: Cebuana LhuillierLeading agency: Ace Saatchi & SaatchiCountry: PhilippinesIndustry: Financial ServicesMedia: Online video; Social media; Television

Market background and cultural context

Remittance is big business and a big part of Filipino life.

In 2013, the Philippines was the third-biggest remittance-receiving country in the world, with US $25 billion in remittances (next only to India with US $70 billion and China with US $60 billion). The remittances of overseas Filipino workers accounted for 8.4% of the 2013 GDP. Urban domestic migration also contributed to...

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