Aiming to spread a message of optimism for a better life for Filipinos, Home Credit Philippines (HCPH), the nation’s top consumer credit firm, has named singer-songwriter Moira Dela Torre as the brand’s ambassador for its “Para sa Life” campaign. The theme song for the Home Credit promotional film, “Para Sa Life,” was performed by Moira, the most-streamed Filipina artist for bigness.
“I loved it. It was so special to me,” Moira said, pertaining to the song. “I’m glad that Home Credit gives me the opportunity to be their ambassador so I can give voice to that wonderful song to inspire more Filipinos,” she added.
The singer-songwriter behind the hit songs “Malaya,” “Tagpuan,” and many more believes that Home Credit’s new campaign can touch the hearts of millions of Filipinos.
“I really love that Home Credit allows us to have somebody to rely on. Back in college, I really wanted to buy a microwave for myself since I was living alone. But I knew that it was impossible for me to get one since I couldn’t afford it in cash,” Moira said laughing.
“Now, I love that Home Credit provides us the accessibility to purchase the things we need in life while giving us the flexibility in our payment terms. And I’m happy that someone out there, who I once was like, can now buy their microwave because of Home Credit,” Moira added.
This campaign of Home Credit aims to inspire more Filipinos, be it the young professionals, couples starting a family, and those who have already established their lives — to pursue their life’s dreams, Para sa Life.
Bringing Home Credit Closer, Relatable to Filipinos
Sheila Paul, HCPH’s Chief Marketing Officer, expressed her delight in the song being an inspiration to individuals who aspire financial stability.
“This new song of Home Credit encapsulates the brand’s promise of companionship through the use of our easily accessible and affordable financial products for our Filipino consumers. Also, the song relays that Home Credit is ideal for young families and starting individuals who aspire to establish their lifelong plans and helping them turn small dreams into reality,” she shared.
Homonym, an agency specializing in sonic branding and end-to-end music and audio marketing solutions, helped Home Credit’s “Para sa Life” campaign with an effective combination of sight and sounds.
“Marketing strategies have turned to visual messaging these past two years and now, marketers are on the lookout to explore other senses that can work. This is where Sonic Branding comes in. It is a strategic, purposeful and consistent use of sound and music in branding and marketing to shape perception and behavior,” said Homonym founder and chief executive Mike Constantino.
By using studies that provide insight into the music habits of Filipino consumers, Homonym was able to determine Home Credit’s brand essence and fine-tuned it with the preferences of the target market to produce a melody that portrays a positive vibe and the feeling of trust and respect.
“Sight targets the brain while sound targets emotions thus eliciting feelings. By creating that emotional connection with the brand’s own signature sound, it will create a long-lasting effect on the target audience and increase familiarity with the brand,” he added.
Paul believed that tapping Homonym in the campaign made Filipinos relate to the message Home Credit wanted to convey.
“As a reliable financial partner of Filipinos, Home Credit has a greater mission of helping its consumers better manage their finances and promote financial inclusion. With music as a huge part of our lives, we at Home Credit saw the value of building our sonic identity and communicating our messages through music to make more people relate to the message of hope and trust that we are trying to convey,” said Paul.
By going to the company’s official Facebook and YouTube accounts, you can view Moira Dela Torre’s “Para sa Life” campaign’s official music video.
About Home Credit Philippines
Home Credit Philippines (“HCPH”) is a consumer finance provider that promotes the principles of financial inclusion and safe lending, providing world-class financing services to qualified customers, often first-time borrowers. Home Credit arrived in the Philippines back in 2013 and within 8 years, has helped more than 8 million customers buy the things they need through fast, convenient, and affordable financing in thousands of stores around the country. In 2019, HCPH was also granted the license to operate as a credit card issuer by Bangko Sentral ng Pilipinas (BSP), making it the first and only non-bank institution in the country to issue credit cards. HCPH continues to expand its digital and online presence, and now has over 8 million users of its My Home Credit App. HCPH is part of the Home Credit Group, an international consumer finance provider. More information on HCPH is available at www.homecredit.ph.
