Insider Spotlight
The strategy recently gained regional recognition after Maya secured Gold in the Best Brand Collaboration category and Silver in the Consumer Launch category at the PR Awards Asia-Pacific 2026. The company’s Welcome to Maya Black campaign was also shortlisted in the PR Event category.
The awards stemmed from two 2025 campaigns that showcased different approaches to customer engagement, the company said in a release.
One centered on integrating saving into fan participation on Pinoy Big Brother, while the other introduced a fully digital premium credit card aimed at expanding access to credit.
Maya received the Gold award for its Save a Housemate. Save with Maya campaign, which replaced the reality show's legacy SMS voting system with an in-app Save-to-Vote feature. Fans first deposited money into their Maya accounts before casting votes, turning participation into a savings activity.
Integrated into weekly television segments and amplified through fan-generated content, the campaign sought to make saving a natural part of the viewing experience while strengthening brand engagement.
The fintech platform also earned Silver for its Welcome to Maya Black campaign, which introduced the Maya Black Visa Platinum travel and lifestyle credit card.
Powered by an AI-driven underwriting framework and a fully digital application process, the card aims to extend premium credit access to more consumers, including those traditionally underserved by conventional credit assessment models.
The launch featured a first-person black-and-white film and a synchronized “Blackout” campaign across platforms, helping position premium credit as more accessible to a new generation of users. The campaign was likewise shortlisted in the PR Event category.
“These awards recognize the kind of work we believe in—building products and campaigns that address real customer needs in ways people genuinely connect with,” Maya Group chief marketing officer Pepe Torres said.
“For us, creativity only matters if it creates real impact, and that’s the standard we continue to hold ourselves to.”
The recognition marks Maya’s fourth straight year of honors at the PR Awards Asia-Pacific, organized by Campaign Asia, following previous wins for campaigns launched from 2022 through 2024. —Princess Daisy C. Ominga| Ed: Corrie S. Narisma
