Home Credit Philippines (HCPH), the country’s leading consumer finance company, introduced singer-songwriter, Moira dela Torre, as the brand’s ambassador for its “Para sa Life” campaign that aims to share a message of hope for a better life for Filipinos.
Moira, the most-streamed Filipina artist for bigness, performed the theme song “Para Sa Life” in Home Credit campaign video.
“I loved it. It was so special to me,” Moira said, pertaining to the song. “I’m glad that Home Credit gives me the opportunity to be their ambassador so I can give voice to that wonderful song to inspire more Filipinos,” she added.
The singer-songwriter behind the hit songs “Malaya,” “Tagpuan,” and many more believe that Home Credit’s new campaign can touch the hearts of millions of Filipinos.
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“I really love that Home Credit allows us to have somebody to rely on. Back in college, I really wanted to buy a microwave for myself since I was living alone. But I knew that it was impossible for me to get one since I couldn’t afford it in cash,” Moira said laughing.
“Now, I love that Home Credit provides us the accessibility to purchase the things we need in life while giving us the flexibility in our payment terms. And I’m happy that someone out there, who I once was like, can now buy their microwave because of Home Credit,” Moira added.
This campaign of Home Credit aims to inspire more Filipinos, be it young professionals, couples starting a family, and those who have already established their lives — to pursue their life’s dreams, Para sa Life.
Bringing Home Credit Closer, Relatable to Filipinos
Sheila Paul, HCPH’s Chief Marketing Officer, expressed her delight in the song is an inspiration to individuals who aspire to financial stability.
“This new song of Home Credit encapsulates the brand’s promise of companionship through the use of our easily accessible and affordable financial products for our Filipino consumers. Also, the song relays that Home Credit is ideal for young families and starting individuals who aspire to establish their lifelong plans and helping them turn small dreams into reality,” she shared.
Homonym, an agency specializing in sonic branding and end-to-end music and audio marketing solutions, helped Home Credit’s “Para sa Life” campaign with an effective combination of sight and sounds.
“Marketing strategies have turned to visual messaging these past two years and now, marketers are on the lookout to explore other senses that can work. This is where Sonic Branding comes in. It is a strategic, purposeful, and consistent use of sound and music in branding and marketing to shape perception and behavior,” said Homonym founder and chief executive Mike Constantino.
By using studies that provide insight into the music habits of Filipino consumers, Homonym was able to determine Home Credit’s brand essence and fine-tuned it with the preferences of the target market to produce a melody that portrays a positive vibe and the feeling of trust and respect.
“Sight targets the brain while sound targets emotions thus eliciting feelings. By creating that emotional connection with the brand’s own signature sound, it will create a long-lasting effect on the target audience and increase familiarity with the brand,” he added.
Paul believed that tapping Homonyms in the campaign made Filipinos relate to the message Home Credit wanted to convey.
“As a reliable financial partner of Filipinos, Home Credit has a greater mission of helping its consumers better manage their finances and promote financial inclusion. With music as a huge part of our lives, we at Home Credit saw the value of building our sonic identity and communicating our messages through music to make more people relate to the message of hope and trust that we are trying to convey,” said Paul.