HONG KONG — Keung To has hit the headlines once again. Hong Kong’s most popular star has teamed up with HSBC’s PayMe for their new “Hong Kong’s Wallet” campaign.
The campaign stems from PayMe’s pride in being the only e-wallet designed specifically for the people of Hong Kong, while they also want to educate customers about how the e-wallet not only lets people pay friends and family, but can also be used for payments with their expanding network of merchants.
Developed in partnership with Ogilvy, the catchy campaign is centred around a music video showing Keung To in PayMeow cat ears, singing the catchy PayMe song and dancing with PayMeow (PayMe’s chubby feline mascot) and his group of dancers. The song champions the PayMe message “dine-shop-play anywhere, anytime”.
A series of print and social executions accompany the music video, directing people to ‘PayMeow Spin and Win’ – the in-app game giving users a chance to receive rewards of up to HKD500 in their PayMe wallet and other exciting prizes when they spend HKD100 or more at PayMe for Business merchants. There is also a PayMeow dance challenge on Instagram with special giveaways signed by Keung To.
“PayMe has become a part of our lives, for instance, we often hear people say ‘pay me lar’ among friends, it’s like a Hong Kong’s wallet. So we asked ourselves who’s best to collaborate with our adorable mascot PayMeow with the magic of bringing people together to enjoy the PayMe cashback promotion?” said Jaslin Goh, Head of Marketing, CX and Design, HSBC.
“Keung To… Undoubtedly is Hong Kong’s favourite singer who is making a strong influence in our lives too! Therefore we paired him up with PayMeow to make a music video debut, creating an unprecedented performance for our audience. More fascinating activities are coming up to engage everyone in town, please stay tuned!” said Buji Ng, Group Creative Director of Ogilvy.
PayMe already boasts more than 2.5 million users, more than half of which being local teens and young adults aged below 40, make instant payment to their friends and family and pick up bills at restaurants and shops. Its person-to-merchant (P2M) payment solution PayMe for Business saw close to 85% growth in number of transactions in the first quarter of 2021 as it continues to expand the citywide merchant network.
The campaign will run until 30 September.
CREDITS
Client:
PayMe by HSBC
Head of Marketing, CX and Design: Jaslin Goh
Project Team: Rhianna Richards, Sarah Mah, Sonia Li, Kirsten McLennan, Ariane Fong, Anthea Chan, Charis Kan, Kay Lam, Angie Yau
Creative Agency:
Ogilvy Hong Kong
Executive Creative Director: John Koay, Matthew Nisbet
Group Creative Director: Buji Ng
Associate Creative Director: Chevy Ho, Momoko Yiu
Senior Copywriter & Lyricist: Kerwin Choy
Art Director: Wayne Tang, Yanny Cheng
Social Team: Jason Fashade, Ivy Ching, Vickie Lam
Agency Producer: Grace Chung
Account Management: Connie Ho, Cheryl Wan, Bonnie Cheung
Film Director: Frank Look – Honne Creates
Photographer: Leeman – Honne Creates
Producer: Gypsy Lam – Honne Creates
Music Composer: Chan Kwong-wing – Click Music, Hong Kong
Post-Production: The Farm
Media Agency: PHD
