By Vhioly Rosatazo / Roel Arizala
BDO Unibank has been awarded the prestigious Gold Anvil at the 61st Anvil Awards for its “Kabayan Connections” campaign, recognized in the Public Relations Programs – Best Use of Influencer Marketing category.
The victory places BDO among a select group of Gold Anvil recipients, standing out from more than 170 companies that participated in the awards, organized annually by the Public Relations Society of the Philippines (PRSP).
The “Kabayan Connections” campaign leveraged trusted brand ambassadors and influencers to deliver timely financial and security tips to overseas Filipinos and their families back home. Piolo Pascual lent credibility and depth to the campaign, drawing on his two decades of partnership with BDO. Meanwhile, influencers Small Laude, Christian Antolin, and Justine Luzares employed relatable storytelling to simplify banking concepts and make financial discussions more approachable.
Beyond product promotion, the campaign emphasized emotional trust. By reflecting the shared experiences and aspirations of overseas Filipinos, “Kabayan Connections” fostered meaningful engagement, financial awareness, and inclusion—strengthening BDO’s Alagang Kabayan commitment and highlighting the bank’s genuine care for Filipinos, wherever they are in the world.
ia/