Maya was an outdated digital payment in the Philippines. It was also losing relevance with the young Gen Z market. To get Gen Z interested in banking again, Maya disguised itself as an unbranded hit song. With the help of the “Kendrick Lamar of the country”, Shanti Dope, we created a hip hop song about this generation’s hustle culture. It was released with an epic music video that fueled people’s passion for earning and saving money. Soon after, the bank behind the song was revealed through a hidden cash code treasure hunt. Whenever you spotted a code hidden within the video, you could convert it into actual cash, which could be redeemed through the Maya app. The result? More than 1 million accounts were newly opened, turning Maya into the country’s top bank.
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