Maya: The Anthem of Financial Freedom

Maya Bank made use of music marketing amplified by YouTube mastheads to deliver a strong brand impact in the Philippines.

Background and Context

Out of the 77 million adults in the Philippines, only 15 million have bank savings, and just 1.7 million can tap into bank credit. Maya's goal is to close the banking gap of Filipino adults to own a savings account and use bank credit.

However, over the years, Maya had been pegged as the older brand within the category, attracting Gen X. Maya saw this as an opportunity to venture into new territory for the brand, and bring about a banking revolution to Filipinos by attracting Gen Zs and Millennials, the early e-wallet adopters, who are dissatisfied...

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