PLDT Global and SM Cinema Connect Overseas Filipinos with Movie Experiences Back Home

Through Ramdam and TinBo, the collaboration turns cinema gifting and personal messages into another way for families to connect across borders.

PLDT Global and SM Cinema are using the Ramdam audience engagement platform to reach overseas Filipinos, with a campaign that lets them send messages and gift cinema experiences to loved ones in the Philippines.

The collaboration first took shape through “Love Knows No Distance,” a campaign tied to the local release of “Dear You.”

According to PLDT Global, the initiative is among the first major brand campaigns to use Ramdam to connect with Filipino communities abroad.

Its premise draws on a familiar experience for families separated by work and distance: finding ways to share everyday moments, even when they cannot be together.

Turning a film campaign into a shared experience

The campaign used TinBo, or Tindahan ni Bossing, PLDT Global’s digital marketplace, to connect overseas Filipinos with cinema gifting opportunities for family members back home.

Beyond promoting a screening, the initiative encouraged personal messages and experiences that recipients could enjoy in the Philippines.

Karen Zabaljauregui, Senior Assistant Vice President of SM Cinema, said the connection was natural because the film’s story also concerns family relationships maintained across borders.

“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,” she said.

What Ramdam and TinBo do

Ramdam stands for Real Audience Moments & Digital Advertising Management. PLDT Global developed it to help brands engage overseas Filipinos through its digital ecosystem.

TinBo provides a customer-facing marketplace for essential goods, digital vouchers and services supporting families in the Philippines.

It also offers the Smart Virtual Number, a cloud-based Philippine mobile number intended to help overseas users maintain access to communications and services requiring a local number.

PLDT Global says TinBo serves more than half a million Filipinos across the Middle East, North America, Europe and Asia.

Recognizing overseas Filipinos’ role in family decisions

Albert V. Villa-Real, President and CEO of PLDT Global, said overseas Filipinos remain involved in household decisions and shared experiences despite living abroad.

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

The collaboration presents that connection as a business opportunity, while the cinema campaign offers a concrete example: enabling someone overseas to arrange an experience for family members at home.

The release does not specify campaign redemption deadlines, voucher prices or participating cinema locations. Those details should be checked through the relevant service before purchase.

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