Skyro's 'wrung-out' billboards squeeze laundry stress with appliance loans

Skyro, the Philippine lending company, enlisted GIGIL to reinvent conventional billboards as an experiential marketing tool, aiming to capture the attention of Filipino heads of households and highlight its flexible appliance loans, especially for washing machines.

In the Philippines, billboards are traditionally made of tarpaulin. GIGIL leveraged this material literally and figuratively, creating billboards that were “wrung out” to visually depict the drudgery Filipinos could leave behind once they accessed Skyro’s loans.

“Skyro used this as a medium to show what Filipinos no longer need to do because they can now buy a washing machine, with Skyro’s flexible loans,” a statement said.

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Featuring long-term brand ambassador Dennis Trillo, the campaign delivered immediate and tangible results. It generated 813,000 organic engagements and boosted brand recognition by 12.5%.

The campaign also triggered a 450% surge in top-of-mind recall, while applications for appliance loans jumped 133.72% in-store and 245.84% online. Overall point-of-sale transactions increased 58.99% compared with the same period last year.

GIGIL’s team, led by managing partner Jake Yrastorza, creative partners Badong Abesamis and Herbert Hernandez, associate creative director Saeid Mohamed Saleh, and art director Rain Landingin, oversaw the campaign. Copywriting was handled by Frenzon Cacas and Sam Mateo, while Ronchris Cosme oversaw the artistic direction.

Skyro’s marketing leadership, including head of marketing Iya Lelyanova, brand marketing manager Franz Lising, and head of communications Cristina Loquinario, collaborated closely with the agency, ensuring the campaign resonated with the target audience.

Production was managed by Dayang Media Production, with photographers and producers capturing the billboard’s unique visuals, while AdPortal handled installation logistics across multiple locations in the Philippines.

By turning billboards into interactive storytelling tools, Skyro and GIGIL not only demonstrated creativity but also proved that a simple home appliance could become a catalyst for engaging, measurable marketing.

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