Maya launches new campaign: Driving the digital economy

                  “Millennials Beyond the Selfie” puts spotlight on digital generation

Group of ladies and men facing in front smiling with a PayMaya Doodle Background behind them

(L-R) Louis Faure, The Expat Community Builder; Alyssa Valdez, The Phenom with a Purpose; Sharon Kayanan, Marketing and Brand head for Maya Philippines; Orlando Vea, President and CEO of Maya Philippines; Ava Zabat, The Artsy Mom; Wiji Lacsamana, The Online Jill of All Trades; and Jappy Agoncillo, The Mural Master


MANILA, Philippines, April 27, 2017 — Maya, the country’s pioneer and leader in digital financial services, today launched a new campaign that aims to further inspire and empower the young generation of Filipinos to pursue their passions and to achieve goals beyond the ordinary. Dubbed “Millennials Beyond the Selfie,” the campaign seeks to spark deeper conversations and help debunk the stereotypes and myths surrounding this much talked-about generation.

Globally, millennials are an emerging market force, especially in the digital economy. In the Philippines, around 35% of the country’s population belong to this generational group (based on the number of Filipinos aged 15 to 34, projected 2015 data from the Philippine Statistics Authority).  In the next decade, millennials will be the largest living generation–and their numbers and lifestyle will drive society’s socio-economic and cultural development. By helping enable this frontier market segment, Maya is helping build an important backbone of the nation.

“Millennials are often labeled as entitled, shallow, and self-centered. But we know that this is not true. They have a passionate purpose, they have creative imagination, and most of all, they are not afraid to take action and execute their aspiration no matter how niche or risky it may be in the eyes of others,” said Maya Philippines co-COO Benjie S. Fernandez.

“Towards this end, we are committed to continuing to empower #NowNation with the help of digital innovations, especially in the area of payments and other financial services,” he added.

For the campaign, Maya introduced new brand ambassadors who are redefining their generation. They are: The Phenom with a Purpose Alyssa Valdez, The Expat Community Builder Louis Faure, The Philippine eSports Champions TNC Pro Team, The Pinay Solo Backpacker Gael Hilotin, The Mural Master Jappy Agoncillo, The Artsy Mom Ava Te-Zabat, and The Online Jill of All Trades Wiji Lacsamana.

“Through the ‘Millennials Beyond the Selfie’ campaign, we endeavor to communicate that there’s more to this generation than meets the eye. They have inspiring stories to tell that can motivate others to achieve bigger goals and make a difference. We are proud at Maya to give them a leg up as they stand up to represent the real essence of their generation,” said Sharon Kayanan, Marketing and Brand Head at Maya Philippines.

Alyssa Valdez shared, “I am honored to be part of Maya’s newest campaign. I may be known for being an athlete but more than that, I am also involved in different business ventures, one being the co-owner of the restaurant ‘Ally’s All Day Breakfast’. This is an investment and preparation for my future. Apart from this, I also teach young individuals who want to develop a passion for volleyball through the Alyssa Valdez Skills Camp.”

“When you are a foreigner in Manila, people think you are here because you want to find a girlfriend, extort resources, or be a model. On the contrary, I am here in the Philippines because I want to help generate opportunities for Filipinos that will lead the way out of poverty and eventually, change their lives. By doing so, I also learn how I can make a difference in my own country,” said Louis Faure, a 24-year-old French social entrepreneur and a poultry farmer at Gawad Kalinga Enchanted Farm.

To celebrate the campaign, Maya opened a one-day exhibit at the art venue, Pineapple Lab, to creatively narrate the stories of the brand ambassadors. Alyssa’s installation portrays a volleyball artwork made out of coffee beans while an egg mosaic of the Eiffel Tower represents Louis. Jappy and Ava created a mini mural around the campaign theme and a giant flatlay, respectively. TNC Pro’s display made use of a PC monitor to show key moments from their competitions while Gael mounted an exhibit of her travel photos from 81 local provinces. Finally, Wiji presented a panel designed with tattoo art and perfume bottles.

Maya–an app beyond shopping and paying online

Maya links millennials, especially students, young professionals, and credit card-averse users, to the digital economy by providing a means to shop and pay online even without a credit card. However, more than just an app for payments, Maya enables consumers to manage their finances.

With Maya, since it is prepaid, users can manage their funds and spend only what is in their wallet. They can view the details of their transactions in-app and through real-time text notifications.

Today’s millennials utilize Maya in countless ways: as the best way to pay and get paid. Consumers use Maya for their online purchases, including digital subscriptions such as movies and music. It is the preferred means of entrepreneurs to receive payments for goods and services rendered, an allowance disbursement tool for parents, and a means to pay for web hosting and social media sponsored posts for web managers, and more.

For young people starting to take “adulting” tasks seriously like taking care of their own bills, Maya allows for convenient payments to establishments such as MERALCO, Globe, PLDT, Smart, Sun, Sunlife, Home Credit, and Maynilad among many others. Meanwhile, Maya’s Shop feature offers telco prepaid and data load with discounts. Load purchased in-app can also be sent to others as a gift.

Aside from the virtual card that instantly comes with the mobile app, Maya also comes with a physical card that can be linked to the mobile wallet.  This physical card can be ordered through and be used at any Bancnet ATM nationwide, and anywhere VISA and Mastercard are accepted.

The Maya wallet can be reloaded in over 15,000 top up stations nationwide, which include SM Business Centers, Robinsons Department Stores, 7-Eleven with CLiQQ kiosks, Ministop with Touchpay kiosks, Wellcome, Shopwise, 2Go outlets, Smart Padala centers, UnionBank ATMs, and online banking via BDO.

For more information, visit Join the conversation online by tagging us on FacebookTwitter, and Instagram at @mayaiseverything . Get support at  @mayacaresph.

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