Company: Ayala Land Inc - Amaia Land Corp.
Company Description: Amaia Land is a subsidiary of Ayala Land that focuses in developing quality yet affordable house & lot and condominiums in the Philippines.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Real Estate
 Nomination Title: Ayala Land - Amaia - Uwi na Tayo sa Amaia OFW campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
https://youtu.be/QFLoaex7IFs
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The campaign was launched on November 2, 2021 across Amaia Land Corp. social media pages.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 204 words used.
The pandemic was challenging for everyone, especially for the Overseas Filipino Workers (OFWs), who were unable to travel back to the Philippines to be with their loved ones. As developers of affordable housing, Amaia felt that these OFWs were a market that would benefit greatly from its with high-quality products, given the heightened importance of a home in current times. During the pandemic, the home became an enclave of security, a place of living, working, studying and even conducting business. Amaia realized that a safe and well-located home would be the best gift that an OFW could possibly give his/her family. Since they were mostly out of the country, the OFWs would feel assured that their families would be safe in well-organized communities. Best of all, they would be capable of purchasing such homes given the affordability of Amaia’s products.
Thus, on the 2nd of November 2021, Amaia started the “Uwi Na Tayo sa Amaia” campaign targeting OFWs and their families. “Uwi Na Tayo sa Amaia” is translated to “Let Us Come Home to Amaia.” The purpose of the campaign is to communicate to OFWs that Amaia can make their dreams of buying a home for themselves and their family easier to obtain.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
When the pandemic hit the country, Filipinos who planned to come home to their families had to delay their travels because of COVID-19. When travel bans were lifted, OFWs were eager to reunite with their loved ones in the Philippines. This prompted the creation of the “Uwi Na Tayo sa Amaia” video campaign. Its goal was to give the OFWs a sense of hope that they would be able to afford an ideal house to come home to in the Philippines. The team wanted to create a video that was light and humorous but also touch the emotional sentiments of OFWs with regards to providing their family with a home. The video was then released via Facebook and YouTube before Christmas season, a very special time for all since it is when families would spend time together and catch up, especially if they have not seen each other for a long period of time. That is why Christmas is usually the time when OFWs would book a trip to go back home to their families; and Amaia wanted to translate the anticipation of waiting for their OFW family members to be back home in the video for the viewers to relate to the story.
The video showed the story of an OFW mother who loves sending all kinds of gifts to her family in the Philippines. Some they valued more than others, but the one gift they valued the most was a spacious Amaia home that would last a lifetime.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 71 words used.
The success of the campaign will ultimately hinge on the benefits derived by customers and by Amaia as a company. As an initial metric, the results can be gauged by the total amount of views and engagement garnered as of July 1, 2022. Specifically, we obtained:
214,782 YouTube views as of June 27, 2022
196,500 Facebook views as of June 27, 2022
2,400 Facebook likes
778 Facebook shares
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 74 words used.
The campaign helped generate leads with increased publicity, as well as positioned the brand as an affordable residential brand. It also encouraged OFWs to invest in a home for their family in the Philippines, which may just be the little push that they need to take steps to purchase a home.
Amaia Land Corp. also experienced a 68% increase in reservation units and a 108% increase in reservation values during the 3-month campaign duration.
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