In a Grab Philippines case study, nine out of 10 drivers turn over their earnings to their wives but majority of the wives don’t know how to manage their finances. This led the company to create the “Grab Misiskolar”, an extended program from the 2016 Grab Academy focused on financial literacy to empower the wives of Grab drivers in properly handling their earnings and improve the quality of their family lives, within the 12-month period ending October 2017:
To teach at least 700 Grab drivers’ wives to better manage their family incomes.
To create a sustainable program to help Grab Philippines’ “partners” (The Grab driver and his wife) achieve “Asenso sa Grab”.
To assure Grab drivers and their wives the full support of Grab Philippines.
We organized a two-day gathering in Metro Manila and Cebu and conducted livelihood trainings and workshops for all the Grab drivers’ wives, or “Misiskolars” on starting a small “negosyo” (business), and developing entrepreneurial skills. Business partner, Avon Philippines gave lectures on direct selling and handed out free starter packs to begin their “negosyante” journey.
With the help of Tristan’s Ice Cream Candy, we taught them about “franchising” which encouraged them to go into the franchising and reselling. We even demonstrated how to make ice cream.
Our partner UnionBank sponsored a workshop on perfume making, while Lendr sponsored a ‘No Bake Cake’ workshop. Phoenix Petroleum through Bayan Foundation gave Hilot 101 lessons. On the other hand, Blended Juice taught how to make fresh fruit juice in a bottle which can be easily made at home to sell to health-conscious consumers.
We also partnered with Generika Drugstore to give the Grab drivers’ wives a seminar on Family Planning and the importance of women’s health.
In collaboration of UnionBank, Lendr, and Sun Life Philippines they gave practical tips about money management.Teaching the attendees what domestic finance is and the ideals of spending habits.
PR agency Grupo Agatep wrote and dispatched publicity to earn media coverage of the events as well as posting teasers on social media.
Furthermore, bloggers and Grab influencers were present to serve as social media correspondents by posting live updates on Facebook, Instagram and other social media channels.
As can be seen below, we exceeded all our objectives:
A total of 1,150 participated in the event, 750 drivers’ wives attended the Metro Manila leg and Cebu had 400 participants.
Several Grab drivers’ wives are now happily engaged in their own start-up businesses and are able to have extra income. Nonetheless, there were 173 wives who continued their direct selling business with Avon.
The Misiskolars have stated positive testimonials about the campaign and are asking that this be a regular activity from Grab.
We generated media coverage from the series of events worth Php3,549,712.81 in PR values.
The Grab Misiskolar initiative is now a hot topic on social media with a massive 1.1 million total reach.The Misiskolar event was broadcasted live, reaching thousands of wives in Metro Manila and Cebu.The program earned a peak engagement rate of 32% and engaged with 160,000 people.
Grab Drivers expressed positive feedback and said the Grab Misiskolar program improved the quality of their families’ lives.
Union Bank of the Philippines wanted to launch and draw significant interest to the EON, a revolutionary banking product that introduced the selfie banking to Filipinos. To do this an event was prepared to do the following:
To introduce UnionBank’s EON, Asia’s first ever selfie banking, to the customers and the media
To leverage on the social media following of the guests to spread the word about the EON
To launch UnionBank’s EON, the Bank and the Agency conceptualized a special event especially made for the EON customers, board of creators, the media, and partners from the Department of Information and Communications Technology, as well as Technical Education and Skills Development Authority.
Before the event
To drum up excitement for the launch, the Agency arranged an interview for UnionBank Senior Vice President and EON Head Advocate Paolo Baltao. The interview at ANC’s Future Perfect hosted by Tony Velasquez was aired on April 5, 2017 and replayed on April 6, 8 and 9.
Two weeks before the event, the Agency arranged an AVP shoot for Baltao and UnionBank President and Chief Operating Officer Edwin Bautista to showcase the story of EON.
During the Event
This story of co-creation and EON’s game-changing technology were highlighted through the activities in the event—held at Valkyrie at the Palace in Bonifacio Global City.
The Bank and the Agency made sure that the guests experience how innovative the new EON is through the before and during the program proper.
Upon arriving, the guests were ushered to interactive booths like:
EON Experience Booth to showcase a demo of the EON website and the mobile app.
Mirror Selfie Photobooth to highlight one of EON’s unique features which is logging in through facial recognition, or “selfie banking.”
VR Booth to further highlight the one-of-a-kind digital journey that customers are in for with the new EON account. During the program proper, EON was introduced through the AVP featuring Baltao and Bautista talking about how EON developed.
Then Tony Velasquez hosted a discussion onstage with Paolo Baltao and selected members of the board of creators about EON’s story and its innovations.
Topics discussed were:
How the bank gathered its customers and took their suggestions in developing the product.
How EON addressed the challenges that online freelancers and business owners face.
“Selfie Banking,” the technology behind it and the rationale.
The importance of user interface in banking apps.
EON Starter Kits’ availability in convenience stores and online shops.
After the discussion, the guests were treated to a sumptuous dinner. Then, event host Gelli Victor moderated an auction for premier gadgets like Nintendo Switch, drone and a camera. Guests used the points they get from visiting the booths and posting on about the event on social media to bid for the items in the auction.
The Agency also distributed USB Cards that look like an EON card containing the press release, and EON starter kits before the guests leave.
After the event
The agency dispatched articles about EON highlighting the ‘selfie banking’ angle to further spread the word about this financial technology breakthrough.
‘EON: Co-creating the Future’ was attended by 142 people which includes the Board of Creators, industry partners, and the media.
ANC Future Perfect interview:
Ad Value: Php120,000.00
Media value: Php1,200,000.00
Facebook post: 12,000 views, 118 reactions and 53 shares
Ad Value: Php400,000
Media Value: Php1,600,000.00
EON’s Facebook Page Likes increased 100% after the event. From around 2,000 likes, the likes went up to 4,000 just two weeks after the event. Due to the mechanics of the auction that encouraged the guests to post about the event and tag EON’s Facebook page.
New Generations, a report released annually by animated programming provider Cartoon Network and a subsidiary of Turner Broadcasting, wanted to present the study on media consumption habits and preferences of children to the audience in an informative, engaging, and light-hearted setting, as studies like these tend to be lengthy and boring.
To get around this, Cartoon Network, with Grupo Agatep, decided to present it to relevant audiences through an educational and fun event. The goal was to make the presentation of the data as bite-sized and easy-to-digest as possible, while keeping the attendees engaged all throughout the event.
For the New Generations report, researchers from Cartoon Network collected information related to the content consumption of children by conducting a survey to 500 child-parent pairs in Greater Metro Manila area which involved children aged 4-14 years old.
For the event, the proponents focused all resources into three main efforts: event management, media management, and research presentation.
Held in February 2017, the New Generations event brought with it food, games, entertainment, a Cartoon Network-themed venue, and giveaways for its attendees—composed of media agency partners, affiliates, and a select few members of the media—to enjoy. Comprehensive yet concise presentations in form of storytelling and video clips about the studies were shown to the audience. One-on-one interviews between Turner executives and members of the media were also held during the event to provide useful information for the interviewers.
During the event, press kits were dispatched to the selected members of media who attended the event.
The attendees understood the findings well just by seeing the report in audio-visual presentation format in a fun and light-hearted event.
Because of activities, games, and raffle draws in between presentations, the attendees remained engaged all throughout the event. None of the attendees left before the end of the event.
The interviews conducted between the media and Turner executives gave the former a better understanding of the report, which in turn allowed them to develop more informed articles about the report. Quotes from the executives were also used in the articles to support the report.
Media organizations that were present in the event all came out with an extensive feature about the report, resulting in a turnout of 100 percent and quality pick-ups over quantity.
Early this year (2016), the government granted Emirates Airline a third daily flight to the Philippines in order to respond to the need for more flights between the two countries. The third flight is called the Dubai-Cebu-Clark-Dubai circular service.
The launch was aimed to introduce Emirates’ new circular Dubai-Cebu-Clark-Dubai flight to travel agents, distinguished guests, government officials, members of the media, and Emirates’ loyal customers in a most lavish and remarkable way;
To mark the momentous occasion which would be a part of the Philippines’ and Emirates’ joint history.
To communicate Emirates’ long haul commitment to the development of the Philippines’ tourism and trade.
To create a high-end event experience with a meaningful brand showcase and Emirates executive presence highlighting key messages.
To ensure all guests leave with a positive, memorable impression of Emirates.
To create maximum buzz about this new flight service that would provide convenience for Luzon, Visayas and Mindanao travelers, Emirates Airline launched two marketing PR events:
A product presentation to travel agencies in February 2016,
and the actual, colorful arrival of the first circular flight in March which was witnessed by travel agents, frequent air travelers, tourism officials and the government airline regulators.
These events were done meticulously and separately in Cebu and Clark. Organized by Emirates and Grupo Agatep, the two launch festivities climaxed in March with the arrival of a Boeing 777-300ER at the Mactan-Cebu International Airport amidst the traditional water cannon salute.
To commemorate the historic occasion, distinguished guests included executives of Emirates Airlines, DOTC Secretary Jun Abaya, DOT Secretary R. Jimenez, the Philippines Consul General H.E. Paul Raymund Cortes, and H.E. Moosa Abdulwahid Alkhajah, Ambassador of the UAE .
Emirates successfully launched its circular service to local and international VIPs from government and business organizations. Maintaining a good relationship with players in the government and business sectors are important to Emirates.
All three events were heavily attended by 424 VIPs and members of the media.
Emirates executives were able to communicate their commitment to the development of the Philippine tourism and trade through the press conference, speeches in both dinners and one-on-one interviews with journalists. The message was clearly conveyed in published articles online and in print. The launch generated an estimated Php 25 million in media values.
Emirates achieved its goal to create a high end event experience that clearly shows the attributes that Emirates are widely known for: personalized service. This was evident in the way the event venues were designed, the food served in all three events as well as the finishing touches such as the Emirates hostesses serving Arabic coffee in silver pots and cups as well as dates.
The guests’ experience during the three events weren’t enough to ensure that guests will leave with a positive impression of the brand. To achieve this, even months after the launch has ended, Emirates gave away premium branded merchandise such as the leather travel wallets and the leather philately travel set. These gifts were designed to remind guests of their pleasant experience with the brand during the launch of the circular service every time they pull out their wallet. A long-lasting impression, indeed.