Last week, HSBC’s PayMe eWallet launched a rewards campaign to celebrate the continued growth of users. And now the bank is distributing a new music video featuring Keung To of MIRROR and his mascot PayMeow to encourage users to eat, shop and play with PayMe. The one-minute music video was rolled out via several touchpoints such as YouTube and Facebook. It also debuted on ViuTV on August 9 at 8:12 p.m. In addition to online touchpoints and the TVC, the campaign also includes OOH advertising, including posters at MTR stations, buses and the large screen on the outside wall of SOGO.
To further target users and audiences, HSBC has also developed bespoke Instagram filters and will be offering signed premium items to Keung To fans.
Keung said, “I hope you will enjoy our performance and would see us at the music awards at the end of the year. If you too want to try this special PayMeow dance, you can download the exclusive Instagram filter and share your dance moves with your friends. You also have the option of receiving premium articles signed by me. “
The music video is part of a campaign that runs until September 30th. With more than 2.5 million users, PayMe has a relatively young population, with more than half of its users being teenagers and young adults under 40 years of age. Although PayMe is not part of the Hong Kong government’s voucher system, HSBC said the number of person-to-merchant (P2M) transactions grew nearly 85% year over year in the first quarter of 2021, while PayMe for Business added the citywide merchant network continues to expand.
Maggie Ng, Head of Wealth and Personal Banking, Hong Kong, HSBC, said, “With its strong user base and growing merchant network, PayMe also aims to help drive mobile payment adoption in Hong Kong through our secure and easy-to-use transaction experience for users, who can also benefit from our exclusive offers and privileges. “
HSBC has been collaborating a lot with boy bands MIRROR and ERROR lately. For example, HSBC Credit Card started its summer campaign the Red Hot Festival with ERROR. Working with Wunderman Thompson Hong Kong, HSBC said the campaign hopes to turn the Red Hot Festival into a unique annual shopping event that offers credit card holders the largest summer discount festival. The campaign, inspired by the recent popularity of music groups and bands in Hong Kong, documents how ERROR makes the most of every opportunity to collect rewards on Instagram and Facebook.
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