At the 59th Anvil Awards, Home Credit Philippines‘ unique “Home Credit is the Key: Back-to-School (BTS) Campaign” won the coveted Silver Anvil in the Marketing and Brand Communication division of the Public Relations Programs category.
The awards event, known as the ‘Oscars of Public Relations’ in the Philippines, was held on January 31 at the Marriott Grand Ballroom in Newport City, bringing together representatives from companies and agencies around the country.
Home Credit, a well-known consumer credit company, addressed the issues that parents, particularly mothers, encountered during the back-to-school season. The program intended to empower mothers as the major financial decision-makers and budget managers in their families, helping them navigate escalating education and school supply expenditures.
The “Home Credit is the Key” campaign, which ran from July 1 to September 30, 2023, offered reasonable financing choices to parents. Home Credit launched zero-interest payment options, alleviating the financial strain on mothers who want to provide their children with the finest possible education.
Flexible payment plans were also made available, allowing the expense of education to be spread out into reasonable installments, reducing financial burden.
“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 the importance of mothers having peace of mind by using Home Credit’s services, which allow them to save for emergencies or future investments.
The campaign employed public relations and communication strategies to engage and empower its target audience, which included mothers and their children. Home Credit Philippines worked with its on-record agency, Dugenia, Marayan and Associates Company (DM&A Co.), to carry out this engaging project.
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, sponsored by the Public Relations Society of the Philippines (PRSP), received approximately 500 entries from over 100 corporations and organizations, including local governments. The 59th Anvil Awards featured new categories for PR Programs, including 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 entrants, earning the Silver Anvil and highlighting the company’s dedication to community service excellence.
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 Bangko Sentral ng Pilipinas (BSP).