BPI’s “Mas Magandang Bukas, Saan Man sa Mundo” campaign unearthed the truth that Overseas Filipinos and their beneficiaries are equally accountable for securing a better tomorrow for the whole family. While the OFW is working and providing for the family, beneficiaries must manage and invest the money properly. But the problem now is, who can help guide them in securing their finances so they can come home to a better life?
For the campaign, Harrison Communications created its rendition of the ’90s rap hit “Gusto Kong Bumaet” that alternated between the POVs of the OF and their beneficiaries. From the OF’s hefty transaction fee frustrations down to the beneficiary’s account opening woes, the new lyrics capture and shed light on the undiscussed pain points of both sides.
BPI chose the best ambassador to bring the campaign to life through Michael V. As the son of an OFW, he understands first-hand the value of managing an OFW family’s finances.
In trademark Bitoy humor, he shared his family’s own OF experience in his social post about the campaign: “Alam n’yo bang nag-Saudi at Iraq ang tatay ko noon as an OFW? Naaalala ko ‘pag nagpapadala s’ya ng pera, hindi biro ang kaltas sa remittance! Tapos ‘pag nakubra na ng nanay ko, ‘tinatago n’ya sa sapatos ko para daw hindi manakaw. Hanep sa diskarte! Masakit na sa bulsa, masakit pa sa paa! Pero ngayon with BPI, hassle-free na ang transactions para sa OFWs and their beneficiaries! Siguradong safe na, hindi pa masakit sa paa.“
Michael V. is known for his ability to play different characters in his highly popular show Bubble Gang, which he also leads as its Creative Director. In the various materials in this campaign, not only is he the endorser – but he also played multiple characters representing different OFWs and their beneficiaries in the Philippines. Throughout the whole process of developing the campaign, Michael V. was very much involved in providing inputs, putting his creative stamp on the song lyrics, storytelling, and choreography.
BPI is committed to doing more for the OFWs and their families in their important financial journey by bringing superior products starting with #SaveUp: a digital account that can be opened anywhere in the world, with just 1 ID. This makes it very easy for both OFWs and their families back in the Philippines to start saving for a “Mas Magandang Bukas, Saan Man sa Mundo.”
Janice S. Ty, BPI VP and OF Segment Head, said “It is BPI’s vision to build a better Philippines, one family, one community at a time – anywhere they may be in the world. With the launch of our new campaign, we want to make every Overseas Filipino and their families feel empowered. We have created products and services that make banking simple and easy because we want every OFW to have the support they need to come home to a ‘Mas Magandang Bukas.'”
