Lion & Lion roars into 2022 as BigPay’s digital and social media strategic partner

lion & lion bigpay marketing magazine asia

ASEAN fintech company BigPay has appointed Lion & Lion as its digital and social media marketing partner for its Malaysia and Singapore markets. 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.

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. 

“Our insights have shown us that millennials and Generation Z find financial topics boring or difficult to understand. That is why our approach uses fun and relatable online pop culture references such as memes, entertainment and music in order to resonate with our target audience,” says Ham Maghazeh, Director of Social Media, Lion & Lion. “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.” 

“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,” adds Cheelip Ong, Regional Chief Creative Officer of Lion and Lion.

“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,” says Chris Manguera, Chief Marketing Officer, BigPay.

“Lion & Lion stood out with their creative output and it was highly aligned with the bold direction we’re headed towards, which is to make fintech, ‘funtech’. We are entrusting Lion & Lion with our social media content strategy and welcome them as a partner and part of the social media team,” Chris added.


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APPIES Asia Pacific 2022 is happening in Malaysia!

Campaign entries must have run between Jan 2020 to May 2022
(open to campaigns ran from any Asia Pacific market during this period)

Visit appies.asia for details, registration and submissions NOW!



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