GCash x Fuse: Borrow For Tomorrow
In August 2023, GCash, the Philippines’ top finance app, introduced Fuse Lending to the public, marking a significant step in its journey towards financial progress. Since its establishment in 2016, Fuse Lending has operated dynamically as a subsidiary of GCash, aimed at providing instant loans seamlessly integrated within the app's ecosystem. Through its key products, GGives, GLoan, and GCredit, powered by CIMB, Fuse Lending has facilitated over P100B in disbursements, empowering Filipinos across the nation to pursue their dreams.
To unveil the transformative potential of Fuse Lending, my team organized Borrow For Tomorrow, a groundbreaking event that fused art and technology in order to create an immersive experience. Transforming a local performing arts center into a bustling Filipino barangay, this launch showcased the heartbeat of the lending community. Attendees were transported into the lives of relatable characters—a mother striving to provide her son with educational tools, a local entrepreneur dreaming of business expansion, and a diligent sister managing household finances. Interwoven with these narratives were product demonstrations by GCash CEO, Martha Sazon, Fuse Lending CEO, Tony Isidro, and the heads of the Fuse Lending products, highlighting how Fuse Lending's innovative solutions, coupled with minimal interest rates, address the everyday challenges faced by Filipinos and encourage them to reach for the stars.
In June 2024, Borrow For Tomorrow was awarded a Silver in Best Event Activation at the PR Awards Asia, further underscoring the unique complexity of the campaign in allowing storytelling to transcend disciplines.
KOL and Media Strategy
This event attracted an impressive turnout, meeting our expectations. Drawing not only financial experts but also influencers hailing from diverse industries such as beauty and entertainment, it underscored the broad spectrum of Fuse Lending products. The presence of these influencers from varied sectors not only added depth to the event, but also highlighted the wide-ranging appeal and relevance of our offerings. In total, eighty-five Key Opinion Leaders (KOLs) attended, generating 135 post-event engagements, reaching a cumulative audience of 12,724,430 followers among all attendees.
The Press
Media interest was substantial, with pickups from ninety-six different publications, each catering to various audiences ranging from specialized technology communities to national and regional readerships. This coverage translated to a total media value of P16,850,718 and a PR value of P50,552,154, reaching an estimated 85,877,600 Filipinos.
