PLDT Global Head of Consumer Ecosystem and Growth Jules Salonga (left) and SM Prime Holdings Inc. Vice President for Cinema Marketing Myra Moñozca seal their partnership to strengthen initiatives for overseas Filipino workers (OFWs).
PLDT Global and SM Cinema are using digital advertising and audience engagement platform Ramdam to connect with overseas Filipinos, demonstrating how technology can help Philippine brands reach consumers across borders.
Ramdam, which stands for Real Audience Moments & Digital Advertising Management, enables brands to engage overseas Filipino communities through contextual and purpose-driven digital campaigns. The collaboration with SM Cinema is among the platform’s first major brand initiatives targeting Filipinos living 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 in the Philippines through TinBo (Tindahan ni Bossing), PLDT Global’s digital marketplace. The campaign was tied to the local release of the film Dear You.
Beyond e-commerce, TinBo supports digital connectivity through the Smart Virtual Number (SVN), a cloud-based Philippine mobile number that helps Filipinos abroad access communications, authentication services, and financial transactions requiring a Philippine number.
According to PLDT Global, TinBo serves more than 500,000 Filipinos across the Middle East, North America, Europe, and Asia. Its digital ecosystem provides brands with a channel to engage overseas consumers while helping them maintain connections with their families in the Philippines.
PLDT Global President and CEO Albert V. Villa-Real said the initiative reflects the continuing influence of overseas Filipinos on household decisions and brand preferences back home.
The partnership highlights how digital advertising platforms, online marketplaces, and cloud-based communication services can work together to help businesses expand customer engagement beyond the domestic market.
