Pay off your credit – turn up your favorite hit

Creative idea
SMM & Influencers
SMM
Influencer marketing

CHALLENGE

In Ukraine, credit still carries a heavy vibe. For many, it feels like stress, paperwork, and debt traps waiting to happen.

PUMB’s mission? Flip the script.
We needed to reframe credit as a smart, everyday solution — and prove it can actually feel good. Even empowering.

SOLUTION

BigWig — our influencer marketing unit — teamed up with PUMB to tap into a simple human truth: even celebrities take out loans. So why hide it?

We flipped the shame narrative with honesty and humor.

The result? A mock talk show called “Grown-Up Talk” featuring bold Q&As with bloggers and stars about money, mistakes, and making smart choices.

To level it up, we plugged into a major cultural comeback — the return of Vitalii Kozlovskyi with his nostalgic hit “Pina Colada.” Now, every time users repay their loan or make a payment in the PUMB app, Pina Colada kicks in.

We didn’t just follow a trend — we changed the emotional tone of the user journey. From “just another payment” to “a little celebration.”

EXECUTION

• Influencers & Celebs on a Mission
We teamed up with creators and pop culture icons to break credit taboos, one punchline at a time. Real talk, no shame.

• The Kozlovskyi Moment
Vitalii Kozlovskyi’s comeback with “Pina Colada” became more than just a hit — it turned into a symbol of financial freedom. One payment = one banger. The track went viral across social and Telegram communities.

• Cross-Platform Rollout
From Instagram Reels to YouTube integrations, Facebook clips to Telegram buzz — we met every audience where they scroll. Strategic placement + creator power = massive reach.