Maya: The hit song that was actually a bank

Digital bank Maya partnered with artist Shanti Dope who wrote a song named Maya for its relaunch in the Philippines to position itself as an icon of financial freedom.

Campaign details

Title: Maya. The hit song that was actuall a bank.Brand: MayaProduct: MayaIdea: OgilvyCountry: Philippines

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsPhilippinesNon-specificAdults (26-55)MiddleTo increase brand awareness and consideration for Maya's rebrand, investments were focused on paid media, which is approximately within the range of 1M-5M USD. Paid media comprised about 60% of total spending, followed by earned (25%), owned (9%), and shared media (4%). Maya's 2022 rebrand investments were 73% more than PayMaya's branding efforts the year prior.


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