Award: CAMPAIGN \ C27. PR Event

When PayMaya became Maya, it was more than just an e-wallet’s transformation into a digital bank. It was about breaking the old money rules that governed traditional financial institutions to become an icon of financial freedom for the tech-savvy and money-wise Gen Z. Maya anchored the launch on the unique value of its all-in-one money app – the only finance app with payments, digital banking, and crypto seamlessly integrated into one experience.

Through synchronized launch activities for employees, media, and corporate partners, Maya breathed life into the new brand, creating stronger affinity and ambassadorship that eventually catapulted it to become the #1 digital bank in the Philippines.