BigPay - Raya Ni Saya Rindu
BACKGROUND
Muslim migrant workers make up a large part of the labour force in Malaysia. Due to travel restrictions, most of them were unable to return home for Eid al-Fitr, a religious holiday celebrated by Muslims worldwide.
OUR CREATIVE SOLUTION
To help migrant workers join in on the celebrations, we partnered with a fintech company, BigPay to sponsor free cashback when migrant workers sent duit raya (the cultural act of giving monetary tokens to loved ones) using the international transfer feature over Labour Day and Eid al-Fitr.
We launched our 3-day campaign on TikTok, the most-used social platform for our audience. We told 9 emotional stories based on local insights in their native languages, each aimed to resonate with our audience o trigger awareness and engagement. Each story drove our audience to our TikTok page, which showed hem how easy it is to download and use BigPay's international transfer feature to send duit raya to their loved ones for free. Doing so also meant our audience getting RM50 cashback for them to celebrate Eid with.
In just 3 days, the BigPay app saw a 33% growth in remittances within target corridors, and through a money transfer app, we helped migrant workers celebrate Eid al-Fitr with their loved ones.