SUB CATEGORY :

USE OF PRINT & CONVENTIONAL OUTDOOR

ENTRANT COMPANY :

GIGIL, MANILA

TITLE :

BILLBOARDS

BRAND :

SKYRO LOAN

ADVERTISER :

SKYRO LOAN

AGENCY :

GIGIL, MANILA

MANAGING DIRECTOR :

JAKE YRASTORZA

CHIEF CREATIVE OFFICER :

BADONG ABESAMIS/HERBERT HERNANDEZ

CREATIVE DIRECTOR :

ALVIN ADRIANO/JORDAN CONSTANTINO

ART DIRECTOR :

RICIA DEGUITO/NATASHA CALAQUIAN

COPYWRITER :

HANS DIMAGUILA/REIGN CENTENO

ACCOUNT DIRECTOR :

BEV LUBID/CHLOE ADARAYAN

ACCOUNT MANAGER :

LEILA VALLE

ACCOUNT SUPERVISOR :

BIANCA PENALBA

STRATEGIC PLANNER :

NANAIS HERNANDEZ

MEDIA AGENCY :

GIGIL MEDIA, MANILA

MEDIA PLANNING DIRECTOR :

MARGE HUSMALAGA

MEDIA ASSOCIATE :

MAUREEN TAN

CAMPAIGN SUMMARY :

In the Philippines, many billboards are partially blocked by objects, like electricity poles and buildings. Skyro Loans believes adjusting goes a long way so they seized these obstructions and used them as media to highlight the loan brand's adjustable payment amounts and deadlines.

Just as Skyro adapts to your financial needs, they adjust to any challenge, turning obstacles into a showcase of the brand's flexibility.

While prime billboard locations are those with clear and unobstructed views, Skyro flipped the script. For this campaign they deliberately selected placements with prominent obstructions blocking the view. This visually demonstrated Skyro's capability to adjust, just as they adjust to meet customers' financial needs.

Results? The photos of the billboards circulated on social media 12,860 times. And after this campaign, Skyro Loans' business surged by 6%.

CREATIVITY/IDEA/INSIGHT :

Instead of viewing urban obstructions like electric lines and buildings as nuisances, the campaign used them as media to come up with a creative solution.

These custom-shaped billboards became a metaphor for the benefit of Skyro Loans--they adjust payment deadlines and amounts depending on a customer's needs, just like the billboards adjust to their surroundings.

With a simple line and eye-catching visuals, Skyro showed how adaptable they are to provide financial services that work for everyday Filipinos.

STRATEGY :

Many billboards are partially blocked by objects in the Philippines, like electricity poles and buildings. Skyro Loans believes adjusting goes a long way so they turned these obstructions into media to highlight the brand's adjustable loans.

EXECUTION :

The media execution started with prime locations in Davao City, the biggest city in the Philippines. The sites were in high-traffic areas, making the billboards visible to commuters traveling to and from key establishments such as schools, malls, and other major hubs.

Once placements were selected, unique die-cut designs were implemented to adjust to obstructions, ensuring the billboards maintained their visual prominence in the urban landscape, while demonstrating Skyro Loans' benefit.

RESULT :

The photos of the billboards circulated on social media. This resulted in a total of 12,860 shares.

More importantly, after this campaign, Skyro Loans' business surged by 6%.