Home Credit Philippines’ creative “Home Credit is the Key: Back-to-School (BTS) Campaign” won the coveted Silver Anvil in the Marketing and Brand Communication sub-category of the Public Relations Programs category at the 59th Anvil Awards, which celebrated excellence.
Held on January 31, at the Marriott Grand Ballroom in Newport City, the awards ceremony—known as the ‘Oscars of Public Relations’ in the Philippines—drew attendees from businesses and organizations all around the nation.
Leading consumer credit company Home Credit addressed the difficulties moms in particular experienced during the back-to-school season. In order to manage the growing expenses of education and school supplies, the campaign sought to strengthen moms’ position as the main financial decision-makers and budget managers in their families.
Running 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-toSchool 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 the dissemination of impactful narratives to various media titles, partners, and bloggers. By pitching these powerful stories, the campaign effectively resonated with the intended audience, 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 innovation embedded in our approach,” said Michael Dugenia, Managing Partner of DM&A Co.
Nearly 500 entries were submitted for the Anvil Awards, which are given out by the Public Relations Society of the Philippines (PRSP) from more than 100 organizations, including local government entities. New PR Programs categories, including Best Use of Digital, Best Use of Social Media, and Best PR-led Integrated Campaign, were featured at the 59th Anvil Awards.
The Back-to-School Campaign by Home Credit Philippines was one of the best entries, earning it the Silver Anvil and demonstrating the company’s unwavering dedication to providing exceptional community support.
Go to www.homecredit.ph, the official website of Home Credit Philippines, to learn more about the most recent developments. Additionally, you may follow its official profiles on Facebook, Instagram, and TikTok. To find out more about the most recent promotions and to view what’s new in the Marketplace, customers are also advised to download the My Home Credit App on Google Play.
The Bangko Sentral ng Pilipinas (BSP). and the Securities and Exchange Commission (SEC) have granted Home Credit Philippines the necessary licenses and supervision.
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