Home Credit Philippines’ “Home Credit is the Key: Back-to-School (BTS) Campaign” won the Silver Anvil at the 59th Anvil Awards, recognizing excellence in the Marketing and Brand Communication sub-category under Public Relations Programs.
The campaign addressed the challenges parents face during the back-to-school season, positioning them as primary financial decision-makers. Running from July 1 to Sept. 30, 2023, the initiative provided affordable financing options, including zero-interest payment plans and flexible installment options. This aimed to alleviate the financial burden on mothers striving to provide quality education for their children.
The 59th Anvil Awards, presented by the Public Relations Society of the Philippines (PRSP), showcased new categories under PR Programs. Home Credit Philippines’ Back-to-School Campaign stood out, securing the Silver Anvil and reinforcing its commitment to excellence in community support.
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“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 at Home Credit Philippines.
Innovation
The campaign strategically engaged and empowered its target audience through collaboration with its agency, Dugenia, Marayan and Associates Company (DM&A Co.). By disseminating impactful narratives to various media titles, partners, and bloggers, the campaign resonated with mothers and children, making their back-to-school shopping experience easier and lighter.
“The Silver Anvil is a validation of the effectiveness and innovation embedded in our approach,” said Michael Dugenia, managing partner of DM&A Co.