Marketing Featured Southeast Asia

Fintech Pace transports Singaporeans back to golden age of advertising in new campaign

Singapore – Pace, the fintech solutions company based in Singapore that allows customers to use BNPL service, has launched its latest campaign, transporting Singaporeans back to Technicolor 1980s.

Titled ‘I Got This’, which was created in collaboration with sole proprietor STUDIO AUTOMATIKA on the creatives, the campaign aims to bring shoppers back to an era that heralded the start of a fashion-conscious generation when pop culture and technology intertwined with everyday life.

Through this, Pace will be releasing a series of video shorts, shot with the era’s distinctive VHS effect which can be viewed on social media and Pace’s YouTube page. It will also be running across OOH in order for commuters to spot the campaign’s distinctive retro-futuristic decals on platform doors at Harbourfront station, and a fleet of double-decker buses wrapped with imagery reminiscent of classic shopping advertisements from the period.

Moreover, the campaign has started roaming island-wide to showcase Pace’s value proposition.

Daren Goh, Pace’s head of growth, shared that they took inspiration from the golden age of 1980’s advertising to show everyone their inner ‘I Got This’ element.

“This series of OOH, online and social media activations are aimed at letting people know how it feels to finally be able to grab what they want now and pay for it later with Pace,” said Goh.

Kristal Melson, STUDIO AUTOMATIKA’s creative director, believes that living in an increasingly homogenous world where people are more inclined to ‘keep up with the Joneses’, purchases that speak to their individual expressions and sense of self become less of a priority.

“When thinking of the creative concept for Pace on this campaign, we wanted to borrow the energy and nostalgia of the 1980s and find a spirited, exciting way to say ‘stuff it!’ to keep our desires at bay, to be daring and go forth and buy things that speak more to us as individuals,” said Melson.

Marketing Featured ANZ

Fintech Plenti encourages Aussies to make dreams happen in new campaign with Howatson+Company

Sydney, Australia – Fintech lender Plenti has partnered with advertising agency Howatson+Company to launch a new campaign that aims to inspire Australians to stop putting their big ideas on hold and instead make them real.

Plenti assists Australians with loans through smart technology. Its proprietary technology platform provides automotive, renewable energy, and personal loans to help bring their big ideas to life.

Titled ‘Destroy Your Dreams’, the campaign nods to the fact that most Australians are using ‘inspiration boards’ on social media sites including Pinterest and Instagram, to plan their dreams, and it remained just that, living inside boards and not brought to life.

In addition to the ad film, Plenti has released a suite of product films, social assets, and is facilitating a ‘Destroy Your Dreams’ consumer promo.

Daniel Foggo, Plenti’s CEO, commented, “We’re excited to be launching a major brand campaign and customer competition that highlights how Plenti can help people achieve their dreams. It highlights just how exciting it is to bring people’s big ideas to life as we continue to build Australia’s best lender.” 

Meanwhile, Samantha Saunders, the head of marketing at Plenti, believes that the brand is young and still relatively new to the consumer marketplace. 

“We needed a cut-through brand campaign that would resonate with our affluent customer base. As a modern lender, with modern customers, we were prepared to take risks with the creative, so long as the work reflected who we are and where we’re going,” said Saunders.

Gavin Chimes, Howatson+Company’s executive creative director, shared, “This campaign is about shaking people out of their complacency and inspiring them to take action. And by creating it, we got to fulfill one of our very own dreams, blowing stuff up in an ad.”

Platforms Featured Southeast Asia

Mynt’s latest US$300m funding values the company now at US$2b

Manila, Philippines – Mynt, the fintech company under telecommunications company Globe, has recently raised US$300m in funding, therefore valuing the company now at US$2b. Said funding has been led by investors Warburg Pincus, Insight Partners and Bow Wave.

Mynt has been at the forefront of the digital transformation among Filipinos as the ‘go-to’ payment and financial services solution to over 48 million users, nearly half of the national population. 

With the continued relevance of the app among its users, Mynt is on track to reach ₱3t of gross transaction value, 3 times more than last year’s record number. The company has also recorded peak daily app log-ins and daily active transactions of 19 million and 12 million, respectively.

For Martha Sazon, president and CEO of Mynt, this is further proof that their growth and achievements have not gone unnoticed. 

“We have been able to continuously expand by introducing game-changing innovations while improving our profitability profile. We are excited about our new partnership with Warburg, Insight, Itai Tsiddon and Amplo, as they each bring strategic value to our team in the pursuit of our vision towards finance for all,” Sazon stated.

Meanwhile, Ernest Cu, chairman of the board of Mynt and president and CEO of Globe, commented, “Their investment in Mynt and GCash further validates the strides the company has made in providing access to innovative financial services to more Filipinos and highlighting the Philippines to the global investor audience. Together with the continued support of Mynt’s existing shareholders, we are confident of furthering Mynt’s market leadership and creating positive and transformative disruption in the Philippine financial services sector.”

Mynt offers a full array of financial services, spanning credit, savings, insurance, loans, and investments. Assets Under Management (AUM) for its GSave product has grown to over ₱9b, from ₱5b in 2020, while its GInvest product has already captured 70% of the domestic market of total UITF accounts. GInsure, GCash‘s microinsurance offering launched in 2020, accounts for 1/3 of all new insurance policies issued in the Philippines.

In addition, GCash’s GCredit disburses over ₱1b worth of loans each month, with ₱15b worth having been disbursed as of June 2021, and boasts the best repayment rates locally with the lowest past-due and non-performing loans. Mynt also piloted GLoan, a cash loan product that allows qualified users to borrow as much as ₱25k, with repayment spread over 12 months.

Marketing Featured ANZ

Fintech Brighte appoints Paper Moose as creative partner

Australia – Financial services company in Australia, Brighte, has awarded its creative mandate to independent creative agency Paper Moose. The move comes after a competitive pitch that included Clemenger BBDO Sydney, VCCP, and Banjo.

Brighte offers financing and zero-interest payments solutions for the installation of solar panels, batteries, and air conditioning, as well as lighting equipment. Last year, the company secured AU$100m in a Series C funding which will be used in enhancing its solutions. 

As part of the creative mandate of Paper Moose, the agency will help in bolstering the fintech’s presence in the consumer space. This is the first engagement between the two.

Malini Sietaram, Brighte’s chief revenue and marketing officer, commented that it is refreshing to work with an agency that’s anchored in strategic thinking and committed to a sustainable tomorrow.

“Paper Moose’s ‘Buy One, Get One’ program shows we have a shared purpose in tackling Australia’s transition to renewable energy — these guys walk the walk. We want all Australian homes to be sustainable, and Paper Moose will play a big part in driving this change,” said Sietaram. 

Paper Moose recently pivoted its brand positioning to ‘the change makers’ and with this, a new sustainability-focused initiative called ‘Buy One, Give One’ which aims to support companies working to decarbonize the economy. 

Nick Hunter, the CEO and founding partner of Paper Moose, shared they are thrilled to be working alongside Brighte on their foray into the B2C landscape.

“Our two companies share so many values – from a start-up spirit, to genuinely wanting to make a positive impact. As a nation we need more companies like Brighte, so we’re here to do all we can to help it thrive,” said Hunter.

Within its sustainability advocacy, Paper Moose has also recently launched carbon-neutral telco, felix, through releasing a power ballad, aimed at encouraging efforts in cleaning up the marine environment.

Technology Featured Southeast Asia

Investment app StashAway unveils new thematic portfolios

Singapore – StashAway, the intelligent wealth management platform designed to build and protect users’ wealth, has just announced the launch of its Thematic Portfolios, which include three themes namely ‘Technology Enablers’, ‘The Future of Consumer Tech’, and ‘Healthcare Innovation’.

The new portfolios feature exchange-traded funds (ETFs) from some of the world’s top fund managers, including ARK Invest, iShares, and Global X, as well as VanEck.

The ‘Technology Enablers’ includes sub themes such as AI, blockchain, and cloud computing, as well as robotics, and semiconductors, which is the technology that consumers do not see but it enables new technologies to transform the world, while ‘The Future of Consumer Technology’ invests in technology that everyday consumers use, such as e-commerce, fintech, gaming, and internet, as well as mobility, and social media.

And lastly, the ‘Healthcare Innovation’ portfolio is investing in the technologies that cannot only improve but even change the way people stay healthy, get treatment, and recover. It gives investors exposure to biotech, genomics, and pharmaceuticals, such as smart beds and software used for genome sequencing.

Freddy Lim, StashAway’s co-founder and CIO, noted that this gives investors access to thematic investing without the risk inherent with thematic investing, and the remaining non-thematic assets in a portfolio are there to manage risk. 

“We call these non-thematic assets ‘balancing assets’, and their role in our Thematic Portfolios is just as important as the thematic assets,” said Lim.

Meanwhile, Amanda Ong, the country manager of StashAway Singapore, commented that they are excited to offer new investment opportunities to the clients.

“The promising innovations that make up these portfolios take time to reach mass adoption. So, it’s important for investors to have a long-term mindset when investing in Thematic Portfolios,” said Ong.

StashAway said that its Thematic Portfolios are different from any other thematic offering available to both retail and institutional investors. Its risk management feature includes investors select the downside they are willing to accept in a given year, and the platform maximizes the thematic exposure as much as possible within the risk constraints.

Marketing Featured Southeast Asia

Multicurrency e-wallet YouTrip to undergo brand refresh in 2022

Singapore – Singapore’s multicurrency e-wallet YouTrip revealed in a press announcement that it will be undergoing a brand rehaul, slated for early 2022. 

The advanced announcement comes as the fintech unveils its plans to establish an innovation lab in Singapore to fast-track its technology capabilities and product development. The fintech shared that the new lab will see its workforce double by 2022 which will be crucial in driving the development of a new suite of multicurrency products including the new brand identity. 

YouTrip’s brand proposition is to offer the best mobile financial services by simplifying foreign currency payments and offering the best exchange rates. With the new branding, the fintech aims to reflect its transformation from a travel wallet to a broader digital payments app that drives its mission of simplifying multicurrency spending. 

Together with a new brand debut, YouTrip will also be redesigned with new features such as a virtual card, an interactive exchange rates dashboard, and also YouTrip exclusive deals, as well as the ability to hold more popular currencies in the wallet.

YouTrip also revealed the launch of another product YouTrip Business, likewise to be released in early 2022. 

YouTrip Business is a new multicurrency corporate credit card aimed at helping companies of all sizes save money and time on cross-border payments. Compared to the consumer product, the new business card promises higher spending limits while transacting at the best exchange rates in over currencies, with credit terms offered to selected business account users. YouTrip Business will also enable companies to issue multicurrency cards to employees. 

Caecilia Chu, co-founder and CEO of YouTrip, commented that despite the travel standstill, there has been continued significant growth in overseas online spending which underscores the importance of cross-border payments for consumers and businesses.

According to YouTrip’s own cross-border e-commerce study for 2021, there has been an 84% year-on-year increase in online overseas purchases by Singaporean users from the period of July 2020 to June 2021.

Chu said, “With this shift in spending, our advancement in innovation to offer a wider suite of multicurrency is timely, and drives our goal of elevating the cross-border payment experience for our users in Singapore and the region. We are incredibly excited to embark on this next phase of our business growth and Singapore’s developed tech ecosystem provides the conducive conditions to propel this forward.”

She adds, “Singapore is a special place to us, being the first market where we introduced YouTrip to the world…we look forward to driving the next generation of cross-border payment innovations, and to help build a stronger pipeline of talents that will fortify Singapore’s position as a global fintech hub.”

Marketing Featured ANZ

AU fintech Paytime appoints Agnes Media as media, digital marketing partner

Sydney, Australia – Fintech startup for human resources, Paytime, has appointed Agnes Media, the measurement-first agency, to manage its performance media and digital marketing to help increase the brand’s market share as an earned wage access provider.

Paytime is an Australian-owned company that provides businesses with a free tech platform offering employees the ability to access their earned wages at any time in the month.

The appointment comes after Agnes Media was referred by board member Fran Ereira, the former country director of leading global payment and shopping service at Klarna for Australia, which the agency also works with.

Charlotte Ward, Agnes Media’s CEO, said that Paytime is a highly innovative business that seeks to overcome the financial stresses and mental health issues caused by an inability for employees to access their pay when it’s needed most.

“Similar brands have seen high success in the USA and UK, and we’re excited to be a part of Paytime’s growth in Australia to provide greater access to pay for workers, by their employers,” said Ward.

The founder and CEO of Paytime, Steven Furman, said that financial and mental stress is widespread and impacted employees are less productive, engaged, and loyal to their employer, and with half of the Australian workers impacted, Paytime partners with companies to empower, educate and equip their employees by giving them access to their salary when they need it.

“Coupled with financial and mental health tools, the fintech’s platform offers an all in one, holistic financial, and mental wellbeing solution without any additional work for payroll. As a fairly new entrant into the HR fintech space, we look forward to working with Agnes Media to build our brand and drive engagement across digital channels,” said Furman.

Ereira also commented, “Having witnessed first hand how Charlotte and the team at Agnes Media can deliver real return on media investment, I was delighted to connect them with Paytime. I know they will bring their same passion and expertise as Paytime penetrates the market.”

This year, Agnes Media has also been working with clients including Zolo, Australia’s first profit-for-purpose tech-cycling company, Jace Legal, the commercial law and conveyancing business, and Re-Play UK, the sustainable tableware brand.

Marketing Featured ANZ

Aussie fintech Sharesies’ new campaign likens investing to playing saxophone

Australia – With the convenience that digital apps offer also comes the democratization of undertakings that used to be exclusive to those that only have the expertise and the know-how. For example, through apps, the common consumer is able to accomplish things such as becoming an online seller, and even those that don’t know a thing about graphics are now able to flex a visual artist hat. 

Such is the case of Sharesies, a financial platform in Australia and New Zealand, that aims to dumb down the activity of investing in shares.

In a new campaign made together with creative agency BMF, Sharesies doubles down on its brand promise of making investing in stocks easier for all by drawing similarities between investing and common activities such as playing the saxophone, learning to drive, and kissing in a fun and light series of spots. In reality, they are far from comparable, only except for one thing – before we become a master of the said things, we all start as beginners.

BMF and Sharesies
Sharesies’ campaign is made up of three different ads, portraying a beginner’s experience in playing the saxophone, in kissing, and in driving.

And this is the message that Sharesies wants to send across. Investing may be intimidating, but with the help of the platform, and some good ‘ol encouragement that no skill is ever really mastered with one quick go, it’s possible to start one’s investment journey now.

Sharesies’ platform offers an easy way to have an investment portfolio, giving access to invest in thousands of companies and funds in New Zealand, Australia, and the US. In addition to the main service of Sharesies, investing gets much ‘friendlier’ with the platform meshing a tropical branding with a rather serious and intricate activity. 

Sharesies is a New Zealand-based investing platform and the campaign was launched by Sharesies Australia under the new brand platform created by the BMF agency, ‘Let’s Get Growing’.

After winning a competitive pitch for the account, BMF has created the brand platform with the aim to celebrate investment as a long-term game, one that isn’t won through ‘shortcuts’. 

Pia Chaudhuri, BMF’s ECD, commented, “You’ve been a beginner many times in your life, but being one didn’t stop you then, and it shouldn’t stop you now. Investing can seem intimidating, but just like so many other things, it can be worth taking the plunge. ” 

Chaudhuri adds, “We hope this campaign inspires and empowers investing novices to take heart in the fact we all have to start somewhere, and sometimes, pushing through the awkwardness can bring us one step closer to realizing our dreams.”

BMF and Sharesies
An OOH ad of the campaign by BMF

Meanwhile, Brooke Roberts, co-founder and director of Sharesies Australia, said, “Sometimes, you just need a little bit of help to see the potential you already have. We want to empower our investors with the tools and knowledge to reach their personal goals.” 

Roberts adds, “BMF’s platform is true to our brand and we hope it will get Aussies to take their first investment plunge, and continue to grow, with the Sharesies platform.”

The campaign will run in the Australian market across BVOD, OOH and digital and will be supported with a $10 retail offer covered by Sharesies Australia upon sign-up.

Platforms Featured ANZ

Afterpay launches new analytics platform catered to merchants

Sydney, Australia – Australia-based buy now pay later (BNPL) global fintech platform Afterpay has announced the launch of Afterpay iQ, its new dedicated analytics platform catered to merchants using their services.

With this powerful new tool, brands can gain access to valuable customer-centric analytics to help optimize investment and drive growth.

Entailed within the new analytics platform are AI-powered insights, visualizations, and real-time data are delivered in one, highly accessible self-service user interface. Furthermore, brands can evaluate marketing performance, omnichannel shopping volumes, and demographic summaries down to the store level.

Lastly, there is an embedded recommendation engine in the platform that offers insightful actions to optimize business performance based on analytics.

The launch of the platform coincides with Afterpay’s launch of their quarterly report on millennial and Gen Z spending, where they found that millennial and Gen Z share of spending will increase to 48% by 2030, demonstrating their continued strong influence on the economy as these cohorts reach peak earning years. The report also showed that this generation has an increasing preference for BNPL.

“Gen Z and Millennials are driving change at the intersection of culture and commerce – so it’s no surprise they have been key adopters of Afterpay and BNPL more generally,” said Mark Teperson, chief strategy officer at Afterpay.

Furthermore, they also noted that spending by Gen Z and millennials has recovered faster than older generations, up an average of 13% from pre-pandemic levels. Small-business spending is also increasing among this generation – up an average of 220% since early 2020.

“Having built our business by connecting this next generation of shoppers to the best brands in the world, Afterpay is in a strong position to help its retailers navigate this demographic by providing unparalleled insights into the world’s hardest to reach customer cohorts,” Teperson concluded.

Marketing Featured Southeast Asia

ID’s digital wallet DANA launches ‘No Drama’ campaign to reiterate three brand promises

Indonesia – Fintech DANA in Indonesia which provides a digital wallet has launched a new campaign called ‘Pakai DANA, #BebasDrama’ campaign, which translates to ‘Use DANA, #DramaFree’. 

With digital payment services enjoying an increased adoption at this period, DANA wants to remind consumers its position in convenience, and the new campaign aims to emphasize the three main benefits that DANA gives which are secured transactions, integrated financial solutions, and smart technology for easy transactions.

The #BebasDrama campaign follows its #GantiDompet campaign, which has the main message of “Change wallet.” Of the said campaign, DANA wanted to encourage Indonesians to shift from conventional money management to digitized wallets. Now the next plausible step is to help consumers realize how to best use a digital wallet.

“After inviting users to shift from conventional wallets to digital wallets in #GantiDompet campaign message, DANA now strengthens its role and position in varied daily activities. DANA is a digital wallet that’s able to set people free from payment impracticality and financial management,” said DANA in a press statement. 

The #BebasDrama campaign has been officially released in June, with an ad published on YouTube. The ad has already garnered over 17 million views as of writing. 

DANA said that the #BebasDrama campaign is also a manifestation of its efforts to reinspire the benefits of using a digital wallet among novice workers from Gen Y and Z who need practical solutions to support their transactions amid their vast productivity. DANA offers an array of features to manage daily activities ranging from money transfer, billers, to online commerce.

Vince Iswara, CEO and co-founder of DANA, said, “At this blossoming age, it provides us some space to explore and innovate in accordance with our users’ needs. We are aware of society’s desire to experience #BebasDama digital transactions that enable them with practicality, safety, and protection. Driven by this aspiration, DANA continues to develop new initiatives and affect the growth of users to application downloaders in both iOS and Android.”

In a social media post, DANA helps consumers tackle the three common money woes, or ‘dramas’, at the middle of the month

The #BebasDrama campaign also includes a strong content campaign on social media, specifically on DANA’s Instagram and Facebook pages. As a brand targeting young professionals, DANA’s social media content revolves around bite-sized helpful information on managing money.