Home Credit Philippines’ Back-to-School Campaign Clinches Silver at 59th Anvil Awards
In a celebration of excellence at the 59th Anvil Awards, Home Credit Philippines’ innovative “Home Credit is the Key: Back-to-School (BTS) Campaign” secured the prestigious Silver Anvil in the Marketing and Brand Communication sub-category under the Public Relations Programs 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.
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-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 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.
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 excellence in 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.
