Asurion turns Cebu launch into immersive 'career glow-up' experience with GIGIL

Global tech care company Asurion has marked the opening of its newest customer solutions centre in Cebu City with an immersive brand experience designed to position career growth as a transformative “glow-up” moment for aspiring professionals.

Developed in partnership with Philippine creative agency GIGIL and its creative technology arm Metama, the activation coincided with Asurion’s latest expansion in the Philippines, which is expected to create around 2,000 local jobs.

Held on 7 May in Cebu City, the event drew more than 250 participants and transformed a traditional recruitment initiative into an experiential campaign centred on ambition, self-transformation, and career stability.

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Dubbed “career glow-up”, the activation invited attendees to complete a questionnaire about their goals and aspirations before entering a runway installation lined with motion-activated neon lights. Using participants’ responses, the experience generated “glow-up” versions of themselves, imagining how they could evolve through opportunities offered by Asurion.

After walking the runway, participants were presented with personalised digital magazine covers featuring headlines generated from their answers. They could then scan a QR code to retrieve a package of digital keepsakes, including their before-and-after images, runway recordings, magazine covers, and professionally shot portraits.

The campaign sought to reinforce Asurion’s positioning around long-term career growth, employee benefits, and stability, rather than short-term employment opportunities alone.

As a partner to leading global brands, Asurion currently provides services to more than 230 million customers worldwide. The Cebu facility becomes the company’s sixth hub in the Philippines, joining operations in Santa Rosa, Iloilo, Clark, Calamba, and Bonifacio Global City, bringing its local workforce to more than 7,000 employees.

“We’re excited about the talent here and the role this team will play in helping us deliver great experiences for our customers around the world,” said Guru Gowrappan, CEO of Asurion.

The company said the expansion reflects its continued investment in the Philippine market, while the campaign highlighted employee benefits including full-time employment, work-life balance, day-one HMO coverage, retirement plans, and long-term career opportunities for its global workforce of more than 18,000 employees.

The activation was supported by production house Sandbox Studios and featured contributions from creative and production teams across GIGIL, Metama, and Sandbox Studios.

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