Hong Kong – As part of the Chinese New Year festivities, HSBC has launched its festivity-centric campaign for its mobile payment service PayMe, focusing on breaking traditional conventions and gamifying the custom by bringing family and friends together in a more fun and inclusive way.
PayMe partnered with an array of gen X, millennial and gen Z talents. Local idol Keung To, along with multi-talented artist Ivana Wong, newly formed girl group members Marf & Day, and YouTuber Ray were cast to reflect the e-wallet’s widespread popularity amongst all demographics in Hong Kong.
In addition, they also released a series of films that make reference to the classic Chinese New Year TV commercial format. Created in partnership with Ogilvy Hong Kong, the films show their star-studded outfit playing the roles of relatives, friends and colleagues and then are transformed into a fun-filled virtual world with gaming-inspired graphics amplifying the message that anyone and everyone in Hong Kong can use, play and have fun with the new group laisee function.
Jaslin Goh, head of marketing, CX and design at PayMe, said, “We’ve positioned PayMe as ‘Hong Kong’s Wallet’ and won over 2.5M hearts and those hearts are pumping fast for love of PayMe’s new elaisee feature over CNY and we’re super excited to hit a record high of over 5.3 million elaisee sent. Within a short one month period, it went viral very fast and we’ve got over 200 earned media and social shares of their love of the gamification experience. PayMe elaisee even became a new urban dictionary term in social media.”
