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New PicPay Campaign Encourages Pix Key Registration, Distributes Weekly Prizes of R$ 10 Thousand, and Brings “Safes” to Avenida Paulista and Faria Lima; Creation by Publicis Brasil Marks Igor Puga’s Debut in Marketing.
PicPay launched the campaign “Million Key,” focusing on encouraging Pix key registration and recurring use of the app. The action promises a final prize of R$ 1 million and weekly drawings of R$ 10 thousand. According to the official website, the participation period runs from 10/06/2025 to 11/21/2025.
According to Meio & Mensagem, this initiative is the first under the leadership of Igor Puga in the company’s marketing and growth area since his arrival in July. The creation is credited to Publicis Brasil.
In São Paulo, the campaign received a boost from external media: installations simulating “safes” were set up on Avenida Paulista and Faria Lima to enhance urban audience attention.
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The strategy also aims to elevate the “primacy” of the account, meaning to make the app the financial service used daily by the customer, a declared goal by the company when presenting the promotion. The bet is on engagement through gamification more recurrence.
How to Participate and Generate New Lucky Numbers
To join the Million Key PicPay Promotion, one must have an active account, accept the rules in the app, and register at least one Pix key (CPF, mobile number, or email). This registration already earns initial lucky numbers.
The accumulation mechanic is progressive. For every 10 eligible transactions in the app — such as sending Pix, paying bills, or recharging mobile — the user receives 1 new number. PicPay also lists extra actions that are worth additional chances: activating the Payment Assistant, connecting banks via Open Finance, and opening a PJ account.
The calendar provides for six weekly drawings of R$ 10 thousand until November and a final drawing of R$ 1 million on 11/29/2025, considering numbers generated until 11/21/2025.
Where the Campaign Appears and What the Public Will See
In addition to TV and digital, the action occupies high-traffic points in São Paulo. The out-of-home pieces incorporate scenic elements, “transforming” the panels into safes that will “open” symbolically with the registered Pix key in PicPay.
In the main film, two colleagues discuss the functionalities of Pix in the app and the idea that the key “unlocks” various features, a narrative that connects the concept of the safe to the user’s daily life. Check it out:
The physical presence of the “safes” on Paulista and Faria Lima works as a lure to generate curiosity and increase the flow of search for information about the Million Key PicPay Promotion, expanding organic reach on social networks.
Who Signs the Creation and the Executive Context
The campaign is created by Publicis Brasil and arrives as the first major move with Igor Puga at the helm of marketing and growth at PicPay. The executive took on the role in July 2025, after stints with major retail and financial brands.
According to Meio & Mensagem, the declared goal by Puga is to convert experimentation into recurrence, reinforcing the app’s use in daily life. This aligns brand positioning with a promotional mechanic that rewards frequency and breadth of use.
Calendar, Prizes, and Regulatory Basis
The participation period is from 10/06/2025 to 11/21/2025. The weekly drawings take place from 10/18 to 11/22, and the final drawing of R$ 1 million is scheduled for 11/29/2025. In total, there will be 13 prizes, totaling R$ 1.12 million in net amounts, according to the rules.
The promotion is linked to capitalization bonds issued by Icatu Capitalização and registered with SUSEP under process 15414.652674/2025-66, a legal requirement that provides transparency to the rules and prize payments.
Anyone wishing to check the eligible transactions and the step-by-step instructions to view the lucky numbers in the app can find all guidance on the official pages of PicPay.
Would you register your Pix key to participate in a promotion of this scale? Does this type of campaign actually enhance the “primacy” of the bank in your daily life? Comment on how you see the strategy and the mechanics.
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