By JOSE PAOLO S. DELA CRUZ
Following the much talked-about reset of her Instagram account and her recent “life update” vlog, actress Liza Soberano is back, not just as the fire-wielding, larger than life and overtly excited brand ambassador of Maya, but also as the leading digital bank’s chief advocacy officer. You can even reach now through her own corporate e-mail address: liza.soberano@maya.ph.
Unlike in her previous brand engagements, Liza’s role as brand ambassador goes well beyond using her name and fame to sell a product. This time, she co-created Maya’s new marketing campaign, breaking the mold of traditional celebrity endorsements and changing the game for marketing financial services. “This is the first time that I was really consulted for a campaign. I felt like they respected me as a visionary, too, and that empowered me to work harder,” a glowing Liza told the audience during the launch.
Also present during Liza’s launch as Maya’s brand ambassador is manager and fellow celebrity James Reid, whom Liza teased during the Q & A segment. “When I saw what Maya did with James, I got really excited. But I have to say, my campaign turned out better… Only because with these things, they get better each and every time.”
Liza has also been named as chief advocacy officer of Maya — a corporate role wherein she will lead key initiatives and champion shared advocacies for financial inclusion with the brand . This starts with joint initiatives for Save The Children, the world’s leading independent organization for children, which Liza has been the ambassador of since 2021. At the same time, she will help drive the advocacy agenda within Maya from their product roadmap to company culture.
With Maya, Liza finds herself in charge of an imaginative and meaningful partnership that ultimately drives financial empowerment, especially with the youth. Liza’s collaboration with Maya also opens a new door for her as she finally gets the chance to be on the other end of the lights and cameras, co-creating the brand’s latest campaign.
“The past year has given me an opportunity to reflect on what I want for my life and my career. And when it comes to brands, I’ve decided to be more intentional about my partnerships. I want to work with brands that resonate with me personally, with products I actually use, and with companies I believe in,” Liza shared.
“There’s no greater partner for Maya than Liza,” said Maya chief marketing officer Pepe Torres. “Liza resonates with Maya’s values of defiance and optimism. She has defied conventions for Filipino actresses and taken her career into a bold new direction, reshaping what it means to be successful for this generation. And she lives with optimism, knowing she can use her personal platform to advocate for meaningful change. We are thrilled to embark on this meaningful collaboration and journey of empowering Filipinos to do banking their way alongside Liza, who is as much a game-changer as Maya.”
Positioned as everything and a bank, Maya claims to be the number one digital banking app that brings Filipinos bolder ways to master their money. Among the many superior innovations of Maya is its best-in-class consumer savings account that offers easy account opening with just one valid ID, a high-interest rate with daily payout, and customizable personal goals. As an added boost, Maya customers can save with up to 10 percent daily interest rate per annum, starting March 7, 2023.
Maya is also the first finance app to offer customers their own @username, making sending money as easy as tagging friends in TikTok or Instagram. Customers also love its sleek black Maya card, accepted by over 80 million merchants worldwide. These innovations have made Maya the no. 1 digital banking app and the highest-rated finance app on the App Store and Google Play, beating leading e-wallet and bank brands.
Watch Liza’s first short film collab with Maya, and tell us what you think!
