botim launched a new brand film as part of its ongoing campaign, let your money say botimmm. Blending humor, heart, and cultural familiarity, the film shows that sending money is often more than a transaction. It is how people connect, support one another, and say what words sometimes cannot.
“The goal was to shift how people think about money by grounding it in what botim does best. People show how they care in different ways. A transfer, a small gift, or a quiet “I got you. It has always helped expatriates in the UAE stay close to their families, so the campaign connects that emotional truth to finance and shows that money carries meaning long before it reaches anyone’s account. Money speaks in many forms, and botim understands all of them,” says Hazem Beshr, Head of Marketing, botim.
The idea was produced in house, and with the help of TBWA\RAAD the campaign was brough to life. The agency supported with the creatives, the new brand architecture and guided the rollout, so everything looked sharp across channels. Magnitude Creative took the concept and turned it into a TVC with all the emotion and energy it needed.
The campaign was rolled out in phases across social, media, in app, and out of home across every Emirate. The brand film and core assets will continue to roll out in the coming weeks to continue to keep the story alive.
Everyday users
The campaign focused on the people who rely on botim the most. The app has been connecting over 157 million users with their loved ones across the world, expatriates in the UAE stay connected to their families through daily calls, messages, and money moments.
But the campaign was built to speak to a much wider set of underserved communities, not just blue or grey collar workers.
“It includes younger people managing their first budgets, students living away from home, older users who prefer simple tools, and families who depend on small but meaningful transfers to support each other. These are the groups who often face barriers with traditional financial services and appreciate products that feel familiar, human, and easy to use,” says Beshr.
At the same time, the campaign was designed to reach people who may not yet know that botim offers financial services.
“By leading with familiar human moments instead of product features, we were able to speak to anyone who sees money as more than a transaction and uses it to show care, support, or appreciation,” adds Beshr.
Not just sending money, but also meaning.
From birthday surprises and shared wedding costs to urgent support for family members, the film highlights how botim is present when it matters. Whether through a transfer, a call, or a simple gesture, every action becomes a meaningful exchange in the latest campaign.
Building on botim’s October Gesture Takeover, botim visualised the campaign with a hand gesture that starts with the familiar money sign and transforms into a heart with those same fingers, symbolising the connection between money and love. The campaign treats money as a modern love language and places botim at the center of it. That gesture now finds its voice in a long and expressive “botimmm”, turning everyday interactions into something instantly understood.
Each scene in the film concludes with this familiar sound. It is the sound of support, of love sent from afar, of someone showing up without needing to speak.
“With botim money, we’re extending that connection into everyday financial interactions. We all speak different money languages, and this campaign shows that, no matter how you express it, your money can say it with botim. In these moments, where people support, celebrate, or simply show they care, we wanted botim to be the emotional shortcut,” said Beshr.
He adds, “We wanted to tell that story in a way that feels relatable. A mix of warmth and humor that makes people watch the brand film and think, “Oh! That’s me! I do that too.”
A city takeover
The brand film anchored a full 360-degree rollout delivered with complete alignment across marketing, growth, tech, design, and product.
The campaign kicked things off on social channels in October and through media, then extended the story across every touchpoint.
“Social, in app, and OOH placements allowed us to show up in the same spaces where our audience already are. Out of home gave the campaign scale and visibility across the city, supporting the emotional storytelling of the film,” says Beshr.
It went live outdoors on 1,297 screens, reaching more than 11 million people. It also marked the first time the brand ran branded content on vehicles such as bus and taxis, giving the campaign a strong presence across the city.
“This mix also helped us reach communities that often get overlooked in traditional financial marketing. Younger users, older users, first time earners, families sending small but meaningful transfers, and the wider expatriate base who rely on simple financial tools. These groups sit at the center of our financial inclusion efforts, so the channels had to be familiar, accessible, and easy to engage with,” adds Beshr.
From awareness to action
The in-app experience was updated in real time to mirror the campaign, creating one unified journey from awareness to usage.
“At GITEX, we built a full gamified zone inspired by the botim money campaign. The space featured a series of custom 2D interactive games displayed across a large game cube. Visitors could interact through movement and touch, creating a fun, immersive way to learn more about the campaign and all the features available on botim,” says Beshr.
The results: 1,883 users engaged with the interactive zone, more than 94 hours of continuous activity, with queues forming every day and an estimated 6,000 plus visitors passed through the space.
Communtiy, content creators and connection
Since October, the botim money campaign has built momentum across platforms and has generated well over 140 million views to date. TikTok played a major role in that scale, contributing 42 million views and more than 70K engagements organically.
The campaign saw sustained participation with high volumes of comments, shares, filter plays, creator posts and community-driven content that carried the message forward.
“We created an interactive filter inspired by the botim money hand gesture, where users collect virtual coins that grow in value as they play. It is fast, fun, and built for community participation,” says Beshr.
The filter keeps the focus on sending, spending, and staying connected – turning financial empowerment into something playful and easy to join. Influencer partners also helped push it further, making the campaign feel even more accessible and community led.
In under 48 hours, it pulled in more than 1.5 million views, over 150 creators joined in, and thousands of people shared their scores and reactions, total video views grew to 16.6 million.
“We partnered with influencers across the UAE, KSA, and Egypt. No celebrities, just real people with engaged communities who actually move the needle. They created TikTok and Instagram content around every day “money moments” using the botim money features in ways that felt natural, familiar, and a little fun,” says Beshr.
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Their content sparked genuine conversations, boosted awareness, and helped the campaign reach audiences we would not have reached on our own.
“They also helped push our TikTok filter early on, driving strong engagement and keeping the campaign grounded in real user behavior. Overall, it gave the rollout more personality and made the story feel community driven rather than corporate,” adds Beshr.
The campaign follows botim’s rebrand earlier this year, when its fintech arm, PayBy, officially became botim money. This transformation positioned botim as a fintech-first, AI-native platform that combines secure communication with accessible financial services.
“This campaign is a reminder that money, when sent with purpose, says something deeper. And more people are choosing to let their money say botimmm,” concludes Beshr.
CREDITS:
Client: botim
Agencies: TBWA\RAAD and Magnitude Creative
