Hong Kong – MoneyBack, the loyalty program under AS Watson Group, has partnered with TBWA Hong Kong to launch a new branding campaign, introducing updates to its platform and expanded offerings for users.
MoneyBack’s enhanced platform challenges the traditional rewards model by allowing users to explore rewards before making purchases, offering a new approach to planning shopping experiences.
The updated app features a redesigned user interface (UI) and improved user experience (UX), alongside a network of over 200 partners across diverse categories. This shift places rewards at the forefront, giving consumers the ability to make more informed decisions when shopping for everything from groceries to travel or fashion.
The changes mark a significant shift for MoneyBack, which is expanding beyond its origins with AS Watson Group brands like ParknShop, Watson’s, and Fortress. The platform is now offering a broader range of rewards in categories such as fashion, sports, travel, and entertainment.
To support the revamp of its rewards platform, MoneyBack has partnered with TBWA Hong Kong to launch a new campaign. The initiative not only highlights the platform’s expanded features but also aims to reshape how rewards programmes integrate into consumers’ daily routines.
The campaign, built around the tagline ‘易搵易賺 易賞錢’ (Find it. Earn it. Get MoneyBack!), focuses on the simplicity and enjoyment of discovering, earning, and redeeming rewards. It positions the MoneyBack app as more than a tool for accumulating points, instead presenting it as a means to enhance shopping experiences.
As part of the campaign, MoneyBack and TBWA Hong Kong have selected Hins Cheung as the official spokesperson. He performs the new MoneyBack theme song and introduces a signature gesture aimed at strengthening the brand connection.
Hins’ popularity and relatable personality were key factors in the decision, aimed at connecting with the brand’s broad target audience, which spans from Gen Z to baby boomers. His blend of humour and approachability helps guide users through the platform, making the rewards process feel both simple and enjoyable.
William Chow, creative partner at TBWA Hong Kong, commented, “Our goal was to reimagine how MoneyBack fits into the everyday lives of Hong Kongers. Hins Cheung was the perfect choice to deliver this vision. His ability to connect with audiences across generations, paired with his fun and lively personality, allowed us to craft a campaign that feels fresh, engaging, and relatable.”
The campaign will run across various media, including TV commercials, out-of-home (OOH) advertising, social media, digital platforms, and in-store displays at 468 locations. The theme song will play in ParknShop, Watson’s, and Fortress stores, alongside point-of-sale materials promoting the revamped platform.
MoneyBack is also supporting local businesses through its “Neighborhood Treasures” initiative, which invites small shops from across Hong Kong’s 18 districts to join as free partners. The campaign offers offline and online promotions, exclusive discounts, and greater exposure for local stores, enhancing the shopping experience for MoneyBack users.
