Role: Project Manager | Agency: Irie Digital | Video credits: KBZPay Myanmar
Connecting People with KBZPay
In 2019, KBZPay had quickly grown to become the leading mobile wallet in Myanmar, acquiring over 1 million customers within six months. Given the high level of brand recognition, there was an opportunity to build an emotional connection and foster brand loyalty with the local community. We used a social-first approach to conceptualize and carry out their first nationwide brand campaign, demonstrating how KBZPay enhances lives through financial solutions.
TVC1 - Gifts from Aunty
Inspired by the idea that KBZPay creates meaningful connections, three storylines were born featuring characters using the KBZPay application in their day-to-day lives to connect with their loved ones. We collaborated with local celebrities and released three highly popular digital TVCs and a music video. Retargeted pocket TVCs were created on Facebook to invite people who had previously viewed the main TVC to download the app. Offline, social-first visuals were adapted into billboards, print ads, and radio ads to create a fully integrated campaign.
TVC2 - Crib Surprise
TVC3 - Trip Home
Music Video
1,100,000
28-Day Active App Users
17,000,000
Views to Date
SABRE Awards
Digital Campaign Shortlist, Financial Services Campaign Shortlist
3,600,000
Organic Views