BigPay cashes in with new digital and social partner in MY and SG

AirAsia's fintech arm BigPay has appointed Lion & Lion as its digital and social media marketing partner for its Malaysia and Singapore markets. BigPay's CMO, Chris Manguera, said Lion & Lion stood out with its creative output and it was highly aligned with the bold direction BigPay is headed towards, which is to make fintech, "funtech".

"We have recently hit our one million user milestone and we are continuously working to be part of each user's financial journey regardless of their age and where they are in life. As a fintech brand, we believe we have a role to actively educate and advocate financial literacy. On top of that, we want our presence to be as fun as our blue card while still keeping true to our mission and vision," he added.

The new partnership strengthens the digital creative network’s portfolio in the financial services industry and further highlights its strong growth in the region and expertise in navigating the digital landscape. A+M has reached out to Lion & Lion for additional information.

Connecting to BigPay’s audience with a creative solution that resonates, Lion & Lion has developed an integrated creative solution that utilises social media in bold new ways to grow BigPay’s digital presence and increase the brand’s share of voice among Millennials in the space of financial technology.

Building on the theme of BigPay giving users better control of their finances, the campaign will utilise a combination of interactive content developed specifically for Facebook, Instagram and Twitter, as well as partnerships with influencers and creators. The overall goal is to educate Millennials on financial literacy, while also positioning the BigPay brand as a trusted partner that understands the lifestyle needs and financial habits of their target audience.

Ham Maghazeh, director of social media at Lion & Lion, said its insights have shown that Millennials and Gen Z find financial topics boring or difficult to understand. That is why Lion & Lion's approach uses fun and relatable online pop culture references such as memes, entertainment and music in order to resonate with its target audience.

"Essentially we are turning fintech into funtech in order to bridge the gap between Millennials and financial literacy. We then tie this back to BigPay, which as a financial platform, allows users the power to control their spending wisely," he said.

“We are excited to enter 2022 with BigPay as our new client. As a fintech company that is committed to democratising financial literacy, BigPay has an amazingly strong product with a multitude of offerings. We are excited to help BigPay drive their product narrative to resonate to a younger audience segment and grow their user base, while building their brand presence in the region with our creative and digital expertise,” added Cheelip Ong, regional chief
creative officer of Lion and Lion.

Last year, BigPay secured approximately US$100 million in financing from South Korean conglomerate, SK Group. The company said that the funding will be used to further its mission to become the leading challenger bank in Southeast Asia, with plans to build out its offerings, accelerate product development and scale. According to airasia, this is the first time any portfolio company within airasia digital has secured financing of this size.

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