SM Cinema lets OFWs gift movie experiences

SM Cinema has partnered with PLDT Global to allow overseas Filipinos to send movie experiences to their families in the Philippines through the digital marketplace TinBo.

The collaboration uses Ramdam, PLDT Global’s digital advertising and audience engagement platform, to connect businesses with Filipino consumers abroad.

The partnership was introduced through the Love Knows No Distance campaign, which encouraged overseas Filipinos to send personal messages and gift cinema experiences to loved ones through TinBo.

Anchored on the Philippine release of the film Dear You, the campaign sought to turn moviegoing into an opportunity for families separated by distance to reconnect.

“Cinema is where emotions happen and telco is where the connections begin,” said SM Cinema senior assistant vice president Karen Zabaljauregui.

“TinBo already carries those conversations every day, so the fit was natural. What it allowed us to do was to take a film about distance and turn it into an actual moment of connection instead of just a screening.”

PLDT Global president and CEO Albert Villa-Real said overseas Filipinos remain influential in household spending and purchasing decisions despite living abroad.

“Through Ramdam, we help brands engage overseas Filipinos in more relevant and meaningful ways,” Villa-Real said.

TinBo, or Tindahan ni Bossing, enables overseas Filipinos to purchase digital vouchers, goods and services for their families in the Philippines.

The platform also offers Smart Virtual Number, which allows users abroad to maintain a Philippine mobile number for selected communications and authentication services.

According to PLDT Global, TinBo serves more than 500,000 Filipinos across the Middle East, North America, Europe and Asia.

The SM Cinema partnership illustrates how Philippine businesses can reach overseas consumers through services that connect them with their families at home.