{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BRANDED ENTERTAINMENT & CONTENT: PROGRAM & PLATFORMS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU CREATIVE MANILA, MANILA","is_link":false},{"keyword":"TITLE","content":"#SAVETOVOTEWITHMAYA","is_link":false},{"keyword":"BRAND","content":"MAYA PBB SEGMENT","is_link":false},{"keyword":"ADVERTISER","content":"MAYA PHILIPPINES, INC.","is_link":false},{"keyword":"AGENCY","content":"DENTSU CREATIVE MANILA, MANILA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"PAMY HERNANDEZ","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"JERRY HIZON","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"BIBOY ROYONG","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"WACKY TORRES","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR\/COPYWRITER","content":"JONEL REVISTUAL","is_link":false},{"keyword":"ART DIRECTOR","content":"MARSH MITRA\/VINCE VILLENA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ALYSSA GUTIERREZ","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"SHAUN GARCIA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"While more Filipino Millennials and Gen Z have some form of financial accounts, only a few actually have savings. Why? Weeelll…it’s hard to save while living in hard mode (just being real). But Maya noticed one thing that they do love saving - their favorite housemate on the Filipino edition of reality show Big Brother.\r<br>\r<br>In the local format of the franchise, fans vote to save their favorite housemate from eviction through the outdated method of sms voting ( *cries in polyphonic* ).\r<br>\r<br>Maya seized the chance to give fans a faster way to save their faves, while getting them to save money too. Before they can vote to save, Maya made them save to vote.\r<br>\r<br>The Solution: Save to Vote with Maya \r<br>\r<br>Maya became PBB's exclusive voting partner, transforming the show into a platform for financial literacy. Fans had to \"save\" their favorite housemates by starting a Maya savings account simultaneously.\r<br>\r<br>The weekly \"Save or Spend with Maya\" challenged housemates to become savings advocates, turning their ₱15,000 cash prize to ₱460,000 by the season’s end. Their fans joined the savings revolution and delivered significant wins:\r<br>\r<br>●237K users engaged, up 25% vs. the previous season.\r<br>●41K new sign-ups—a third of which came from Gen Z!\r<br>●63% of new users opened a savings account.\r<br>●₱130.5M worth of free media exposure across various platforms.\r<br>●71 PR hits, primarily from top media outlets.\r<br>●An 82.8M total reach achieved during the campaign.\r<br>●Over 23.4M engagements from more than 130 creator posts.\r<br>\r<br>PBB’s Biggest \"Big Night\"\r<br>\r<br>●10.56% TV rating (Nielsen NUTAM).\r<br>●1.44M peak concurrent livestream viewers.\r<br>●170% jump in total mentions versus the previous period.\r<br>\r<br>\r<br>This partnership also unlocked the highest vote count in PBB history, all done entirely through the Maya app. In the end, earning millions of votes AND savings.\r<br>\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"In just three years, Maya has evolved from an e-wallet to the undisputed No. 1 digital bank in the Philippines. Since 2023, over 3 million Filipinos have switched—drawn to high savings rates, bold campaigns, and a banking experience that’s fresh, fearless, and innovative.\r<br>\r<br>For millennials and Gen Z, banking still feels intimidating. While 61% of Filipinos aged 20–29 have financial accounts, only 39% have savings, according to the Bangko Sentral ng Pilipinas. We knew that to make Maya top-of-mind, we had to make finance more than just easy, we had to make it a pop-culture phenomenon.\r<br>","is_link":false},{"keyword":"STRATEGY","content":"Pinoy Big Brother (PBB) is the Philippines’ longest-running reality TV show with 18 seasons spanning 20 years. It’s a household name that consistently creates cultural moments and superstar winners. When the show approached Maya for a partnership, Maya responded with a game-changing overhaul: a scenario where everyone comes out a winner. \r<br>\r<br>Maya wanted more young Filipinos to save. PBB needed a (non-SMS) payment portal for their voting system.\r<br>\r<br>So Maya flipped the approach: instead of telling young Filipinos to vote to save, they had to save to vote - making them open a savings account before they can save their favorite housemate.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"Maya became PBB’s exclusive voting partner, transforming the show into a financial literacy platform. For two seasons, our call to action remained clear: Save to Vote with Maya —save your favorite housemate from eviction while simultaneously saving and growing your own money.\r<br>\r<br>In the branded weekly segment, \"Save or Spend with Maya,\" housemates became savings advocates. Each week, housemates who won tasks earned ₱15,000, which they could either grow through Maya’s high-interest savings account or spend on instant rewards. By the season finale, they had saved a total of over ₱460,000.\r<br>\r<br>Maya maintained a constant presence on TV, mobile apps, livestreams, fan edits, and social media. Filipinos became \"Mayamayans,” a term that combines Maya with “mamamayan” (citizen), symbolizing their transition into a community of empowered savers joining a national revolution.\r<br>","is_link":false},{"keyword":"RESULT","content":"Maya powered the most successful \"Big Night\" (season finale) to date, achieving a 10.56% TV rating (Nielsen NUTAM) and 1.44 million peak concurrent livestream views. The partnership also unlocked the highest vote count in PBB history. Online conversations surged, with a 170% increase in mentions compared to the previous season.\r<br>The campaign also delivered significant business and media results:\r<br>●\t+25% engaged users vs previous season, mostly Gen Z and Millennials \r<br>●\t63% of new users opened a savings account (up from just 20% last year)\r<br>●\t₱130.5M in free exposure across online, on-air, and on-ground platforms\r<br>●\t139 creator posts generating 82.8M reach and 23.4M engagements\r<br>●\t71 PR pick-ups from top-tier publications\r<br>●\tTop Celebrities and creators supporting their favorite Housemates\r<br>●\tA 57% ROI!\r<br>Maya didn’t just make headlines, it made history. From TV screens to TikTok trends, and from housemates to households, Maya became a pop-culture icon and the most talked-about bank in the country. It inspired a movement, made saving trendy, and turned financial health into a daily habit.\r<br>\r<br>In the end, there was only one clear \"Big Winner\" in digital banking: Maya!\r<br>","is_link":false}],"files2":[{"name":"ME20_003.mp4","type":"mp4"},{"name":"ME20_003_DI01L.jpg","type":"jpg"}],"count":2}