PLDT Global and SM Cinema use Ramdam ad platform to reach overseas Filipinos

PLDT Global and SM Cinema have teamed up on Ramdam, PLDT Global's audience engagement and digital advertising platform, to market to Filipinos living and working abroad, according to Mindanao Times.

The companies describe the partnership as one of the first major brand campaigns run through Ramdam. The name stands for Real Audience Moments & Digital Advertising Management. PLDT Global said it built the platform to help businesses reach overseas Filipino communities. The companies said these Filipinos continue to support their families and shape household spending back home, beyond sending remittances.

The first campaign was called Love Knows No Distance and was tied to the local release of the film Dear You. Through it, Filipinos overseas could send messages and gift cinema experiences to family members in the Philippines. The gifts were made through TinBo, short for Tindahan ni Bossing, PLDT Global's digital marketplace. TinBo sells essential goods, digital vouchers and services meant for families at home.

TinBo also offers the Smart Virtual Number, a cloud-based Philippine mobile number. It lets Filipinos abroad keep using services that need a local number, such as communications, authentication and financial transactions. According to the report, TinBo has more than half a million users across the Middle East, North America, Europe and Asia.

PLDT Global President and CEO Albert V. Villa-Real said the work with SM Cinema shows how businesses can strengthen customer relationships across borders.

SM Cinema senior assistant vice president Karen Zabaljauregui said the campaign went beyond promotion. She noted that the film is about a grandson piecing together his family through letters, a situation many Filipino families live through. "Cinema is where emotions happen and telco is where the connections begin," she said.