Situation:

With Maya being the #2 e-wallet while transitioning to an all-in-one digital bank, we wanted people to use us with their everyday purchases and payments vs the leading e-wallet, GCash and 5 other digital banks in the Philippines.

Maya has been expanding its features outside of being an e-wallet by creating an in-app Cryptocurrency wallet.

The Brief:

Get both Crypto-savvy and non-Crypo-savvy Filipinos to use Maya as their preferred mode of payment and to use the new in-app Crypto wallet feature by creating an integrated campaign that will cause nationwide awareness and intrigue.

Objectives:

- Increase the frequency of users paying with Maya App

- To explore and use Maya’s in-app Cryptocurrency features. 

EBRYTHING IS BITCOIN

An integrated campaign that surprised Filipinos by turning them into Bitcoin owners through the first-ever Bitcoin cashback promo. Just pay with Maya and get FREE Bitcoin with no strings attached.

We uncovered that 74% of Filipinos know about Crypto but only 4% own it. We figured out that although there is high awareness, the perception surrounding Cryptocurrency is that it’s unattainable for the average Filipino.

Given Maya’s target audience is the mass market, we wanted them to use Maya App for their everyday purchases and to use their new in-app Crypto wallet.

That’s why we hit two birds with one stone: Pay with Maya App and get FREE Bitcoin.

But since Cryptocurrency is seen as unattainable, we surprised Filipinos by activating the promo without announcing it – turning them into instant Bitcoin owners.

We activated the promo without telling anyone; no announcements, just billboards nationwide urging Maya users to check their Maya Crypto wallet – surprising Filipinos with Free Bitcoin.

Then turned one lucky customer into a secret Millionaire. We scattered personalized billboards with his name and surprised him with 1 Million pesos worth of Bitcoin. The frenzy spread nationwide, embraced by media and influencers alike.

We then congratulated more winners through personalized billboards as the campaign progressed.

Finally, we announced the promo through a set of Films featuring influencers. The catch? We portrayed a different side of them: Weird, absurd, and disruptive – just like Crypto.

Each film starts as a regular advert, then adds Bitcoin visuals and voiceovers, turning everything into a crazy world where everything becomes ₿itcoin.

We then sustained the campaign by teaming up with Crypto vloggers for in-depth tutorials and Maya Crypto wallet tips.

The campaign proved to be our most effective one yet.

Over 1.6M Filipinos joined the promo and spent 3.8 Billion Philippine Pesos on the Maya app.

The campaign increased our Brand Lift by +11%, with +36% Growth vs. Pre-campaign and +11% Brand lift +67% Growth Vs. Post-Campaign.

The campaign launched Maya from the youngest digital bank in the country to the #1 Digital Bank in the Philippines.