MANILA, PHILIPPINES – “Bahala na” (I leave it up to fate) is a common Filipino expression often used to defer difficult or uncertain matters to destiny, which echoes a general sentiment in the country’s insurance industry.
Fewer individuals and families are availing insurance plans, often convinced by the notion that maintaining a policy is far more expensive than purchasing it. This financial conservatism is widespread, especially in a country where basic needs are often unmet — forcing individuals to prioritize the “necessary now” over saving and preparing for the future.
Palawan Group of Companies, a trusted non-bank financial institution known for its pawnshop, remittance, jewelry, and gold services, is directly challenging this notion with ProtekTODO, an innovative micro-insurance product. Through decades of experience, the group has developed a deep understanding of the pulse of every Filipino family.
Selling peace of mind through a sachet
Palawan Express’ vision was brought to life by Katok by GIGIL through their Palawan ProtekTODO Sachet video campaign.
The campaign features Fonzi, a well-known social media influencer whose content is built on relatable, comedic social commentary about common Filipino scenarios. Given the typically complex nature of insurance, Fonzi’s humor and ability to connect with local audiences make the topic both entertaining and easy to understand.
“He delivers his lines with wit and comedy, yet there’s always an underlying message that highlights real tension points of our everyday struggles. More importantly, he frames these moments in a way that leads to constructive solutions,” shared by Palawan Group Chief Marketing Officer Bernard Kaibigan.
“We knew that one of the biggest myths we had to dismantle was the belief that insurance is expensive and exclusively pang mayaman, (for the rich),” said Bernard. “By embracing the sachet concept, we were able to communicate a powerful truth: that insurance can be simple, accessible, and within the reach of ordinary Filipino families.”
The video cleverly incorporates numerous relatable identities, such as the “middle child na hindi achiever,” (non achieving middle child) and the “group chat tita na naniniwala sa fake news” (the misinformed aunt). It even includes a playful reference to “anak ng contractor” (a contractor’s kid) to resonate with those who are not.
“These relatable inserts help deliver the message in a way that feels natural, culturally aware, and genuinely connected to the people we serve,” Bernard added.
Patingi-tingi ang presyo, todo ang benepisyo
The core innovation of Palawan ProtekTODO is its affordability and accessibility. With policies starting for as low as PHP 20, the price point of ProtekTODO offerings mirrors the accessibility of sachet products bought at a sari-sari store, and the Filipino culture of buying tingi (small quantities). ProtekTODO offers a wide range of coverage, such as health; dengue; hospital confinement; accidents; fire; travel; and even pets. And to further its accessibility, the ProtekTODO plans are available to be purchased in over 3,500 Palawan Pawnshop branches, and online via PalawanPay, Lazada, and Shopee.
“We wanted this campaign to be an aha moment for Filipinos, a shift in the mindset that insurance doesn’t need to be complicated, intimidating, or expensive,” Bernard explained.
The pricing of the micro-insurance was determined through extensive research, including price sensitivity analysis, focus group discussions, and quantitative research — ensuring the price point was both realistic and affordable for the target segment.
The future of protection
“Many people think insurance is only for a few, but the truth is, it becomes accessible when you find the right partner who genuinely understands your needs,” said Bernard. ProtekTODO aims to double the number of insured Filipinos within the next two years. “… because everyone deserves protection, regardless of income or background.”
Palawan ProtekTODO proves that the Filipino mindset of tingi can be leveraged to achieve widespread financial protection. By transforming insurance from an expensive commodity into an everyday essential, Palawan Express successfully replaces the uncertainty of bahala na with the security of an affordable and dependable future.
CREDITS
Agency: Katok by Gigil
Director: Alvin Chan
Art Director: Carlo Gonzales
Executive Producer: Anne Marie Rodriguez
Broadcast Producer: Sasa Abella and Denise Blanco Elizon
Associate Creative Director: Jasper Cajilig
Accounts: Paolo Alejandrino
Media: Havas Ortega
- Barbie Sison
- Nica Valencia
- Vince Montoya
- Marga Nonato
- Renz Lucas
- Phoebe Concepcion
- Robin Cruz
- Karmela Santos
Client: Palawan ProtekTODO
Chief Marketing Officer: Bernard Kaibigan
ProtekTODO Sales and Marketing Manager: Meijhen Maulanin
Integrated Marketing Communications Head: Jeff Dimaano
Sales and Product Specialist: Sadhana Martinez
Creative Manager: Joshua Tuonan
Project Manager: Jenny Donita Garados
Motion and Graphics Artist: Lander Ebalin
