PHILIPPINES, DECEMBER 2010 – Y&R Philippines’ current multimedia campaign for Cebuana Lhuillier Pawnshop, focuses on the pawnshop’s new brand of customer service, encapsulated in the line–Serbisyong Pambida, Serbisyong Cebuana (Service for Heroes, Cebuana Service).
The new positioning of the brand is anchored on research that found that when it comes to pawning, people value customer service above all. It is hard enough to let go of one’s possession in exchange for much needed cash; the last thing one needs is service that’s belittling.
The brand makes use of its endorser, popular singer-actress Sarah Geronimo, to embody Cebuana’s Serbisyong Pambida. But the unlikely stars of the campaign are its other talents in the form of three iconic Philippine show business villainesses–Celia Rodriguez, Gladys Reyes and Lolit Solis. They, in
turn, personify the kind of service one can reassuringly not get from a Cebuana Lhuillier Pawnshop.
The campaign, launched in September, kicked off with a 60-seconder thematic spot featuring all four celebrities. Three 30s TVC spots and three 30-seconder radio spots detail the company’s new service offers: due-date text reminders, centralized computer operating system, and fair and safe appraisal.
< height="185" width="160" src="/global//UserFiles/GLADYS copy. " alt="" /> < height="231" width="160" src="/global//UserFiles/LOLIT. " alt="" /> < height="240" width="160" src="/global//UserFiles/CELIA copy. " alt="" />
The print materials highlight what is ‘Not Wanted’ by pawnshop customers. A static billboard asks people to choose who they want to meet at a pawnshop, Bida (Hero) or Kontrabida (Villain)?
A highlight of the campaign is an interactive outdoor LED billboard along EDSA. A first of its kind, it invites commuters to declare their aversion for serbisyong kontrabida (antagonistic service) via SMS. Once an SMS is sent, an almost instantaneous action in the form of a comeuppance happens to the villain onscreen.
Behind the scenes video here: part 1 and part 2.
CREDITS:
Account Manager: Ria Dhutti
Business Unit Director: Maya Roldan
Account Supervisor: Poma Malantic
Print Prod Manager: Ariel Bautista
TV Producer: Sonny Cruz
Director: Erik Matti
Production House: Revolver
Post House: Post Manila
Art Director: Grace Benesa
Sr. Copywriter: Angela Mendoza
Creative Director: Myra Carabeo
Exec. Creative Director: Badong Abesamis
