London International Awards
2023 Winners and Finalists
Gold
Branded Content & Entertainment
Entertainment: Multi-Channel Storytelling
| Entrant: | Ogilvy Manila, Manila |
| Brand: | Maya |
| Title: | "MAYA. The Hit Song That Was Actually A Bank." |
| Number of Episodes/Elements: | 1 |
| Corporate Name of Sponsoring Client: | Maya Philippines Inc. |
| Client Head of Creatives: | Apol Sta. Maria |
| Chief Marketing Officer: | Pepe Torres |
| Client Head of Public Affairs and Communications : | Nick Wilwayco |
| Client Head of Integrated Media: | Francis de Guzman |
| Client Consumer Marketing Head: | Hazel dela Cruz |
| Client Brand & Segment Owner: | Sophie Gianan |
| Media Company: | Touch XDA Philippines, Taguig |
| Media Agency Managing Director: | Dyan Em |
| Media Agency Head of Experience, Design, and Strategy: | Krizia Guingon |
| Media Agency Associate Director, Investment & Process- Lead: | Rodel Nace |
| Media Agency Investor II - Main Buyer: | Joseph Villanueva |
| PR Company: | Ripple8, Taguig |
| PR Agency Partner Managing Partner and Media Relations Director: | Michelle Ople |
| Agency: | Ogilvy Manila, Manila/Bates CHI&Partners, Makati |
| Agency Chief Executive Officer: | Elly Puyat |
| Chief Creative Officer: | George Sugitomo |
| Agency Group Executive Creative Director: | Michael Sicam |
| Associate Creative Directors: | Karl Garcia/Sam Dedel |
| Senior Copywriter: | Jayvee Tabaniag |
| Senior Agency Producer: | Bingle Vina |
| Agency Senior Video Editor: | Johann Tanhueco |
| Agency Head of Content Production: | Dayn Hinkle |
| Agency Project Manager: | Romina Manalang |
| Agency Managing Director: | Mona Garcia |
| Agency Managing Partner: | Noah Valdez |
| Agency Strategy Director: | Maan Dominguez |
| Agency Account Manager: | Richard Resurreccion |
| Agency Associate Business Director: | Angela Nunez |
| Agency Head of Strategy: | Toni Tiu |
| Agency Strategist: | Johann Lu |
| Production Companies: | Film Pabrika, Makati/The Acid House, Makati |
| Director: | Joel Limchoc |
| Executive Producer: | Jing Lopez |
| Production Companies Design and Production : | Pauline Despi/Ivan Despi |
Description:
To be relevant once more, PayMaya had to relaunch – changing its name (into Maya), its whole look, and all its services. Despite all these changes, it was still faced with the challenge of capturing the young Gen Z market.
CREATIVE IDEA We released a new hit song that was actually a bank! We partnered with the Kendrick Lamar of the country, Shanti Dope, to write a song named Maya.
The song talked about this generation’s hustle culture and about the things Filipinos valued most – from hard earned money to their own friends and families.
The song compared the Filipino hustle to the determined flight of a Maya bird, free to do whatever it chooses to achieve. The hype was fueled further with radio and live performances.
You can even download the song directly from interactive graffiti found across the metro. Soon after, the bank behind the song was revealed. Fans were then invited on a treasure hunt, where you can earn cash from hidden codes found inside the music video. To redeem the cash, they had to download the Maya app and open a bank account.
STRATEGY To get a generation who is disinterested in banking to notice Maya, we needed to disguise it as something they’d notice. We turned Maya into a hit song, featuring a rapper that appealed to them the most. We also used the lyrics in the song to secretly talk about the value of saving and earning money.
EXECUTION ""Maya,"" the hit song, was performed live by Shanti Dope across different radio guesting and live shows. It was available across every streaming service and downloadable from interactive graffiti we designed across the metro.
The bank behind the song was revealed with a surprise treasure hunt for cash codes hidden in the music video. Once you find a code, you can redeem it by opening an account on the Maya app.
User points and Bitcoin were also given away in exchange for product trials. This encouraged more than a million new bank accounts to be opened. For fans who couldn’t get over the hit song, they were invited to dance to it on TikTok and stitch their own lyrics as well.
RESULTS MAYA THE SONG • 8.6M times song played as of March 2023 • 4.6M music video views as of March 2023 • Top 8 trending on YT music • 446M hashtag views on TikTok MAYA THE BANK • Maya had a very positive reception exceeding way beyond the norm across all Kantar Creative Diagnostics and Meta Brand Lift scores for Brand Awareness and Action Intent. • Maya became the most talked about fintech platform (via Media Meter) 44.4% share of voice in May 2022 across all other PH fintech platforms • Kantar imagery scores were higher among Gen Zs who saw the campaign • 570K Participants in less than a week for Gamified App Usage OVERALL BUSINESS RESULTS • Maya now the #1 digital banking app in the Philippines based on average monthly active users • Maya gained 1.5M new bank customers in 6 months • Over 1M new savings accounts opened