Insider Spotlight
Why it matters
With millions of Filipinos overseas, banks face the challenge of communicating clearly across borders while addressing concerns around remittances, financial security, and long-term planning.
Increasingly, effectiveness depends on credibility and cultural relevance, not just digital access.
That strategy recently received industry recognition after BDO’s “Kabayan Connections” campaign earned a Gold Anvil Award at the 61st Anvil Awards, under the Public Relations Programs – Best Use of Influencer Marketing category.
The bank was among a select group of Gold Anvil recipients, standing out from more than 170 companies that participated in the annual program organized by the Public Relations Society of the Philippines (PRSP).
The big picture
Kabayan Connections was positioned as more than a marketing initiative. Anchored on credible brand ambassadors and well-known personalities, the campaign delivered timely financial and security tips tailored to the everyday realities of overseas Filipinos and their families back home.
Actor Piolo Pascual brought institutional depth and continuity to the campaign, drawing from his more than two decades-long partnership with BDO.
He was joined by entrepreneur and content creator Small Laude, as well as online personalities Christian Antolin and Justine Luzares. Together, they used light, relatable storytelling to simplify banking concepts and make financial conversations more accessible.
Between the lines
Rather than pushing specific products, the campaign focused on emotional connection. By reflecting shared experiences, aspirations, and challenges familiar to overseas Filipinos, Kabayan Connections aimed to build confidence, encourage engagement, and support broader financial awareness and inclusion.
The bank noted in a company release that the use of familiar and trusted voices helped bridge physical distance, reinforcing reassurance among Filipinos abroad and their loved ones at home—an approach aligned with BDO’s Alagang Kabayan commitment.
What’s next
As financial institutions compete for relevance in increasingly crowded digital spaces, campaigns like Kabayan Connections highlight how empathy-driven communication and cultural insight can strengthen long-term relationships with globally dispersed Filipino communities. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
