The Market Monitor Minding the Nation's Business
Smart Padala, the remittance brand of PayMaya Philippines (formerly Smart eMoney Inc.), launched last Wednesday its new campaign with Angel Locsin as its brand ambassador as part of efforts to further strengthen its leadership in the remittance-service industry.
The new campaign aims to reinforce the brand message of Smart Padala, which is “PadaLapit.”
Based on data from the first National Baseline Survey on Financial Inclusion released by the Bangko Sentral ng Pilipinas in mid-2015, it is estimated that, on average, Filipinos take about 22 minutes to reach the nearest financial-services touch point. It also costs an average of P43 for a roundtrip fare.
With 15,000 Smart Padala centers nationwide, there is a Smart Padala center in almost every municipality, so users do not need to travel, spend for the fare, and waste time just to send or receive money remittances.
Smart Padala makes home feel closer by sending the remittances of family breadwinners to their loved ones in the most accessible, convenient, and secure manner. These centers include the recently launched Smart Padala International flagship stores that enable Filipinos to receive the remittances of their loved ones abroad.
“Since the brand was launched over 10 years ago, Smart Padala has been enabling our countrymen to send and receive money anywhere in the country in a fast, easy, secure, and affordable manner. With this campaign, we reaffirm and strengthen this ‘PadaLapit’ brand that has made us a fixture of Filipino life,” said Benjie Fernandez, co-COO of PayMaya Philippines and COO of Voyager Innovations.
Known to be a family-oriented celebrity and an advocate of various causes, Locsin was chosen by Smart Padala as the ideal ambassador for the brand as it intensifies its push for financial inclusion.
“Angel Locsin represents the family and service-oriented values of Smart Padala. Aside from being a devoted daughter, she also supports advocacies, such as the Philippine Red Cross and women’s rights. We’re happy to welcome her to the Smart Padala family,” said Lawrence Ferrer, vice president and head of domestic business at PayMaya Philippines.
“I’m proud to be the new ambassador of Smart Padala. Naniniwala ako sa brand, dahil malaki ang naitutulong ng Smart Padala sa mga manggagawa at pamilyang Pilipino [I believe in the brand, because I believe Smart Padala is a great help to workers and Filipino families]. By representing the brand, I hope to help in Smart Padala’s mission to uplift more lives and communities,” Locsin said.
On top of enabling mobile money remittance, Smart Padala also fosters entrepreneurship in the community.
“The backbone of our business is our army of Smart Padala community partners. Part of our mission is to help families and communities by providing micro-entrepreneurship opportunities. Anyone can be our partner and open a Padala center. All they need is a cellular phone, our basic business documentary requirements, and the driving passion to be of service,” said Paolo Azzola, managing director and co-COO of PayMaya Philippines.
To know more about Smart Padala, visit www.smartpadala.ph.