{"id":74635,"date":"2026-09-20T10:21:57","date_gmt":"2026-09-20T02:21:57","guid":{"rendered":"https:\/\/www.teampcheng.com\/blog\/?p=74635"},"modified":"2026-09-20T10:22:03","modified_gmt":"2026-09-20T02:22:03","slug":"from-remittance-to-insurance-palawan-groups-consumer-led-approach-wins-gold","status":"publish","type":"post","link":"http:\/\/www.teampcheng.com\/blog\/entertainment\/from-remittance-to-insurance-palawan-groups-consumer-led-approach-wins-gold\/","title":{"rendered":"From Remittance to Insurance: Palawan Group’s Consumer-Led Approach Wins Gold"},"content":{"rendered":"
\n
\"\"<\/a>
From left: Justin Patacsil of GIGIL Advertising Group; Nolgie Antonio, IMC Manager; Sadhana Martinez, Product Specialist for ProtekTODO; Alyssa Chua, Brand Manager for PalawanPay; and Jose Rafael Tabinga, Brand Manager for Remittance.<\/em><\/figcaption><\/figure><\/div>\n\n\n

The Palawan Group of Companies brought home two Gold awards at the MARKETECH APAC NEXT Awards Philippines 2026, recognizing campaigns that tackled different financial services challenges but shared a common starting point: understanding how Filipinos actually live, spend, send money, and protect their families.<\/p>\n\n\n\n

PalawanPay\u2019s \u201cThere Na\u201d won Gold for Most Innovative Brand Awareness Campaign, while Palawan ProtekTODO\u2019s \u201cSachet\u201d earned Gold for Most Innovative Consumer Insights Marketing Campaign. Both campaigns were developed with The GIGIL Advertising Group Inc.<\/p>\n\n\n\n

While one campaign focused on remittance and the other on insurance, both looked beyond the usual financial services playbook. Rather than asking consumers to change their behavior, the campaigns found ways for the brands to fit into behaviors that were already familiar to Filipinos.<\/p>\n\n\n\n

<\/a>Turning remittance into a story Filipinos could instantly recognize<\/strong><\/h3>\n\n\n\n

Palawan Express Pera Padala has earned the Filipinos\u2019 trust as a remittance service since it started in 2003, but the rise of e-wallets was changing how Filipinos send and receive money. As more consumers turned to digital channels for convenience, PalawanPay, the Palawan Group\u2019s e-wallet platform with over 23 million users, chose not to compete simply on transaction fees or app features. Instead, it looked at what remittance actually means to Filipinos.<\/p>\n\n\n\n

For OFWs, sending money home is rarely just a financial transaction. It is a way of providing for family, expressing care, and staying connected to home despite the distance. \u201cThere Na\u201d took that emotional truth and translated it into a distinctly Filipino idea.<\/p>\n\n\n\n

The light-hearted campaign turned OFWs into superheroes through a familiar Filipino pop culture reference. After sending their hard-earned money home through Palawan Express and PalawanPay, the OFWs transformed into a well-known Filipino hero, punctuated by the familiar expression \u201cThere na!\u201d\u2014the phrase families use to let loved ones know that the money has already been sent. The Palawan Group released its \u201cThere Na\u201d ads featuring brand ambassador Marian Rivera, who famously portrayed Darna in the beloved 2009 TV adaptation of the iconic comic.<\/p>\n\n\n\n

The idea gave PalawanPay a more memorable way to talk about remittance than simply listing app features. By connecting the service to a familiar family experience, the campaign reinforced Palawan Express and PalawanPay’s role as a link between OFWs and the families waiting for them back home.<\/p>\n\n\n

\n
\"\"<\/a>
Representatives from the Palawan Group of Companies and GIGIL Advertising Group receive the Gold Award for Most Innovative Brand Awareness Campaign at the MARKETECH APAC What’s NEXT Awards Philippines 2026.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Making insurance fit the way Filipinos already live<\/strong><\/h3>\n\n\n\n

If \u201cThere Na\u201d found an emotional truth in remittance, \u201cSachet\u201d started with a behavioral truth in everyday spending. Developed by Palawan Group\u2019s insurance arm, PPS Insurance Agency, Inc. (PPSIA), Palawan ProtekTODO sought to address a familiar perception challenge in the Philippines. Many Filipinos understand the importance of protection but still see insurance as something expensive and beyond their means. Its research surfaced a common belief: insurance is \u201cpang-mayaman lang.\u201d<\/p>\n\n\n\n

Rather than trying to convince Filipinos to completely rethink how they manage their money, Palawan ProtekTODO looked at how they already make limited budgets work.<\/p>\n\n\n\n

That led to the sachet economy<\/em>\u2014the everyday practice of buying products in small, affordable portions, or tingi-tingi<\/em>. Palawan ProtekTODO turned this familiar behavior into the foundation of its marketing strategy, reframing insurance as something accessible in small, manageable amounts.<\/p>\n\n\n\n

The result was \u201csachet insurance,\u201d with protection starting at \u20b120 and available at more than 3,800 Palawan Express branches. The same thinking was applied to family protection, with the Premium Pamilya 100 plan offering coverage for up to six family members for a year for \u20b1100.<\/p>\n\n\n\n

The campaign brought the idea to life through a light-hearted factory assembly-line film showing how ProtekTODO \u201cmanufactures\u201d insurance in sachet form. By giving an abstract financial product a visual language that Filipinos already understood, the campaign made insurance easier to grasp and less intimidating.<\/p>\n\n\n\n

<\/a>Making financial services accessible to all<\/strong><\/h3>\n\n\n\n

For Bernard V. Kaibigan, Chief Marketing Officer of the Palawan Group of Companies, the two recognitions reinforce the value of starting with real consumer experiences. \u201cThese awards affirm our belief that the best campaigns are those that resonate with real people and help solve real problems.\u201d<\/p>\n\n\n

\n
\"\"<\/a>
\u00a0Bernard V. Kaibigan, Chief Marketing Officer of the Palawan Group of Companies<\/em><\/figcaption><\/figure><\/div>\n\n\n

That thinking is reflected in very different ways across the two campaigns. \u201cThere Na\u201d made digital remittance more relatable by tapping into the emotional role money plays between OFWs and their families. \u201cSachet,\u201d meanwhile, made insurance feel more attainable by connecting it to the everyday economics of tingi-tingi<\/em> buying.<\/p>\n\n\n\n

Together, the two Gold wins reflect an approach to innovation that goes beyond new technology or product features. For the Palawan Group, it can also mean looking closely at familiar Filipino behaviors and finding a smarter way to make financial services part of them.<\/em><\/p>\n\n\n\n

For the Palawan Group, innovation is ultimately about making financial services work better for the sukis they serve\u2014more accessible, more relevant, and easier to understand in the ways that matter in everyday life. This is also the reason why they take their bricktech approach seriously. Kaibigan further emphasized: \u201cWe want to empower our Sukis to manage their finances wherever they are. Whether through our branches or the PalawanPay app, our services are designed to be accessible and convenient. With our 3,800-strong branch network and PalawanPay, our Sukis can transact whenever and wherever they need to. Pwede sa branch, pwede sa app.\u201d<\/p>\n\n\n\n

ABOUT PALAWAN GROUP OF COMPANIES:<\/strong><\/p>\n\n\n\n

The Palawan Group of Companies has been a trusted partner of Filipinos for four decades. Its products and services include Palawan Pawnshop, Palawan Pawnshop Jewelry, Palawan Express Pera Padala (Domestic and International), Palawan ProtekTODO, Palawan Gold, Palawan for Business, Palawan Credit, and its e-wallet arm, PalawanPay, which is now trusted by 22 million Filipinos.<\/em><\/p>\n\n\n\n

Today, the Palawan Group is one of the country\u2019s fastest-growing financial institutions and the market leader in pawning and remittance, with over 70,000 branches, Pera Padala outlets, and PalawanPay Money Shops nationwide. It is trusted by millions of Sukis for services that are mura, mabilis, at walang kuskos balungos (affordable, reliable, and hassle-free).<\/em><\/p>\n\n\n\n

Staying true to its brick-and-mortar approach, the company introduced PalawanPay to give Sukis the flexibility to transact anytime, anywhere \u2014 pwede sa branch, pwede sa app. Beyond remittances, PalawanPay also provides convenient access to bill payments, mobile load top-ups, pawn renewals, QR Ph scan-to-pay transactions, and gold and jewelry purchases.<\/em><\/p>\n\n\n\n

The Palawan Group of Companies operates under the supervision of the Bangko Sentral ng Pilipinas (BSP).<\/em><\/p>\n\n\n\n

For more information, go to the <\/em>Palawan Pawnshop<\/em><\/a> and <\/em>PalawanPay<\/em><\/a> <\/em>Websites.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The Palawan Group of Companies brought home two Gold awards at the MARKETECH APAC NEXT Awards Philippines 2026, recognizing campaigns […]<\/p>\n","protected":false},"author":1,"featured_media":74637,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[17952],"class_list":["post-74635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-palawan-group"],"yoast_head":"\nFrom Remittance to Insurance: Palawan Group's Consumer-Led Approach Wins Gold - Team PCheng<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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