Bigpay: Uncensored With Money

Bigpay, a digital payment app, increased financial literacy and online engagement from Gen Z in Malaysia by communicating common financial challenges month by month online with shareable memes.

Campaign details

Brand: BigPay Brand owner: BigPay Entrant company: Lion & LionIdea creation: Lion & Lion Kuala Lumpur Market: Malaysia Sector: Digital payments Budget: No budget

Executive summary

Bigpay, a digital payment app, was falling behind larger and more established players in the market who dominated the social space offering bigger deals, promotions and partnerships. In addition, these established competitors could use their mammoth media spend for user acquisition and brand building.

Despite their business advantages, the competitor brands had a problem – their approach...

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