Maya: The Anthem of Financial Freedom

Johann Lu, Maan Dominguez

Financial payments brand PayMaya grew brand awareness and sales among Gen Z in the Philippines by rebranding itself as a digital bank Maya, through hip hop music, graffiti art, gamification and social media.

Campaign details

Brand: Maya Bank Brand owner: Voyager Innovations Entrant company: MayaIdea creation: Bates CHI & Partners Makati City Market: Philippines Sector: Digital payments Media channels: Sales promotion, Outdoor, Out-of-home, Radio & audio, Mobile & apps, Television & Connected TV, Social mediaBudget: 10 - 20 million

Executive summary

For a decade, PayMaya and GCash were toe to toe as the leading e-wallet brands in the Philippines. But GCash invested significantly and leveraged the telco and mall arms of its parent company’s portfolio during the...

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