For a country deemed to be one of the happiest in the world, the World Bank discovered a sad fact in 2018: 66% of Filipinos admit to not having savings. But for PH’s super app GCash, it’s an opportunity to help the country face its savings problem.
To help solve this, GCash with GIGIL launched the #PlsSaveMe campaign where they enlisted the help of TV star Robi Domingo together with a roster of real professionals with real stories of bad spending habits despite their consistent income. Their role? To lead the charge in making every Filipino comfortable to talk about their lack of savings, lightening it up with some ironic humor.
In the film, one lawyer admitted that if not having savings were a crime, she’d easily be in jail. A doctor also shared how she can save lives, but can’t save money. The campaign’s art director, who pitched the idea of #PlsSaveMe to GCash, also admitted having no idea where she spends her salary every month. And Robi Domingo also wondered why he was even cast as the endorser of the campaign, when he himself spent his PBB reality show cash prize of Php 500,000 in just one week.
As a result, Filipinos online, including celebrities, volunteered their own #PlsSaveMe stories across different social platforms.
These stories, which helped Filipinos become comfortable in facing the nationwide savings problem, also helped propel the hashtag to be the #1 trending topic on Twitter last October 5. The campaign has reached over 15 million Filipinos in less than 1 week, and has encouraged various people across the country to come out with their stories, too.
But the #PlsSaveMe story doesn’t stop there. GCash’s dream is to join all Filipinos in doing something about their individual #PlsSaveMe stories. That’s why they’re inviting everyone to break records—and their bad spending habits—by saving together this coming October 31, World Savings Day.
“GCash app’s latest super power is our newest digital savings account,” says Kim Seng, GCash AVP for Financial Services. ”Starting today, you can save money absolutely anywhere, anytime just using your GCash app. You also get to enjoy 12x higher interest rate versus the number 1 bank in the country. There’s no minimum deposit, and just 1 valid ID is needed to open an account.”
Jerome Lim, GCash Product Head for Savings, also shared his excitement: “We’re looking forward for Filipinos to do more than say #PlsSaveMe. Together with everyone, we want to help them start their sav- ings journey. And we believe that GCash’s newest Save Money feature is the perfect product to help them at the perfect time: just a few days before this year’s World Savings Day on October 31.”
CREDITS
GCash
Kim Seng – Head of Financial Services
Jerome Lim – Product Head for Savings
Aaron Reyes – Growth Manager for Savings
Venn Manlapaz – Product Manager for Savings
Franz Weber – Head of Branding and Strategic Planning Gabbie Angeles – Branding and Strategic Planning Lead
GIGIL
Partner: Herbert Hernandez
Partner: Badong Abesamis
Managing Partner: Jake Yrastorza
Associate Creative Director: Jeano Cruz
Art Director: Heninah Salud
Senior Art Director: John Ray Bumanglag
Senior Art Director: Carlo San Jose
Art Director: Jaime Yusingbo
Art Director: Seph Asentista
Senior Copywriter: Raphe Ramirez
Account Director: Jim Jimenez
Digital Strategist: Chrislyn Gregorio
PRODUCTION
Director: Marius Talampas
Production House: Arcade Film Factory
Producer: Sasa Abella
