Home Credit Philippines Back-to-School Campaign Clinches Silver at 59th Anvil Awards
At the 59th Anvil Awards, which honored
excellence, Home Credit Philippines’ creative “Home Credit is the Key:
Back-to-School (BTS) Campaign” won the coveted Silver Anvil in the Public
Relations Programs category’s Marketing and Brand Communication sub-category.
The awards ceremony, dubbed the ‘Oscars of Public Relations’
in the Philippines took place at the Marriott Grand Ballroom in Newport City on
January 31, drawing representatives from companies and agencies across the
country.
Home Credit, a leading consumer finance company, addressed
the challenges faced by parents, particularly moms, during the back-to-school
season. The campaign aimed to empower mothers as the primary financial
decision-makers and budget planners in their families, navigating the rising
costs of education and school supplies.
From July 1 to September 30, 2023, the “Home Credit
is the Key” campaign provided a backup for moms by offering affordable
financing options. Home Credit introduced zero-interest payment plans, easing
the financial burden on mothers striving to provide their children with the
best education. Flexible payment plans were also made available, ensuring that
the cost of education could be spread over manageable installments, thus
alleviating financial strain.
“We understand the challenges that parents face during the
back-to-school season. Our Back-to-School Campaign aimed to provide not just
financial assistance but also peace of mind to mothers who work tirelessly to
ensure their children receive a quality education. Winning the Silver Anvil is a
testament to the campaign’s impact and the recognition of our Public Relations
efforts to support families in this crucial aspect of their lives,” said Ken
Lerona, Head of PR, Home Credit Philippines.
The campaign also emphasized maintaining peace of mind for
mothers by using Home Credit’s services, allowing them to preserve their
savings as a safety net for emergencies or future investments.
The campaign strategically employed public relations and
communication tactics to engage and empower its target audience, specifically
mothers and their children. Home Credit Philippines collaborated with its
agency-on-record, Dugenia, Marayan and Associates Company (DM&A Co.), to
implement this compelling initiative.
A key aspect of the campaign’s success was disseminating impactful narratives to various media titles, partners, and bloggers. The campaign effectively resonated with the intended audience by pitching these powerful stories, making their back-to-school shopping experience easier and
lighter.
“Working with Home Credit Philippines on this campaign was a
rewarding experience. We aimed to not only meet the challenges faced by parents
but to exceed expectations in providing practical solutions. The Silver Anvil is
a validation of the effectiveness and innovations embedded in our approach, “said
Michael Dugenia, Managing Partner of DM&A Co.
The Anvil Awards, presented by the Public Relations Society
of the Philippines (PRSP), received nearly 500 entries from over 100 companies
and agencies, including local government units. The 59th Anvil
Awards showcased new categories under PR Programs, such as Best Use of Digital,
Best Use of Social Media, and Best PR-led Integrated Campaign.
Home Credit Philippines’ Back-to-School Campaign stood out
among the top entries, securing the Silver Anvil, and reinforcing its
commitment to excellent community support.
To know more about the latest updates from Home Credit
Philippines, visit its official website, www.homecredit.ph.
You may also follow its official Facebook, Instagram, and TikTok accounts. Customers
are also encouraged to download the My Home Credit App on Google Play to learn
more about the latest promos and see what’s new in the Marketplace.
Home Credit Philippines is a financing company duly licensed
and supervised by the Securities and Exchange Commission (SEC) and the BangkoSentral ng Pilipinas (BSP).
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