Case Study: How a Song Contest Launched a Fintech Movement for Wave Money
How does a leading fintech company officially launch its flagship platform during a nationwide lockdown? For Wave Money, Myanmar’s leading financial services provider, the August 2020 launch of its WavePay platform required more than a press release. It required a movement.
The challenge was to embed a brand ethos—"Live Life Your Way"—into the hearts and minds of a millennial audience stuck at home, all without a single physical event.
The Challenge: Launching a Feeling, Not Just Features
With the country under lockdown due to the COVID-19 pandemic, a traditional launch event was impossible. The core challenge was to connect with a generation feeling constrained and disconnected, and to introduce WavePay not just as a digital payment solution, but as an enabler of freedom and personal expression. We needed to make the slogan "Live Life Your Way" feel like an authentic anthem, not a corporate tagline.
The Approach: A User-Generated Content Engine Fueled by Music
Our strategy was to transform a moment of constraint into an opportunity for creativity. We knew that during lockdown, people were hungry for connection and self-expression. Music became our vehicle. Instead of simply telling people to "Live Life Your Way," we gave them a platform to sing it.
Blink partnered with Wave Money to produce, manage, and promote the "Live Life Your Way" virtual cover song contest. The official theme song became the campaign's core asset, and the contest itself was architected as a powerful engine for user-generated content.
The Execution: A Masterclass in Remote Activation
We engineered a seamless, fully-remote campaign that put the audience at the center:
- The Spark: We partnered with a strategic trio of young, influential KOLs—May, Shwe Htoo, and Poe Mame Thar—to endorse the contest and inspire participation.
- Remote Production Agility: Due to lockdowns, Blink remotely managed all KOL video productions, providing creative guidelines and overseeing shoots conducted in the influencers' own homes. This marked our agency's first all-remote video production, proving our adaptability in a crisis.
- The Movement: Participants recorded their own video covers and shared them on Facebook with campaign hashtags. A digitally-native prize pool, including up to 1 million kyats in e-money, fueled participation.
The Impact: A Viral Hit and a Resounding Launch
The campaign was a smashing success, transforming a platform launch into a genuine cultural moment.
- Massive Reach: The campaign reached over 2 million people.
- Deep Engagement: It generated around 24,000 total engagements, including 1,400 comments and over 300 shares.
- Creative Outpouring: We received over 100 unique submissions on Facebook and JOOX during the two-week contest, spanning a huge variety of genres—from R&B and reggae to group acapella—proving the campaign had sparked true creative expression.
Ultimately, the "Live Life Your Way" contest did more than just launch a product. It turned a brand slogan into a viral hit, gave a generation a creative outlet during a difficult time, and successfully positioned WavePay as a brand that truly understands and empowers its audience.