MIRROR's Keung To and HSBC mascot PayMeow get grooving in new music video

Last week, HSBC's eWallet PayMe launched a reward campaign to celebrate its continuous growth of users. And now, the bank us dishing out a new music video featuring MIRROR's Keung To and its mascot PayMeow to encourage users to eat, shop and play with PayMe.  The one-minute music video was rolled out across multiple touchpoints such as YouTube and Facebook. It also debuted on ViuTV at 8:12pm on 9 August. Apart from online touchpoints and the TVC, the campaign also features OOH ads including posters at MTR stations, buses and the giant screen on the exterior of SOGO. 

To further engage users and audiences, HSBC has also created bespoke Instagram filters and will offer premium items signed by Keung To to fans.

Keung said, “I hope you will enjoy our performance, and would welcome us in the music awards at the end of the year. If you also want to try out this special PayMeow dance, you can download the exclusive Instagram filter and share your dance moves with your friends. You will also get a chance to receive premium items signed by me.”

The music video is part of a campaign running until 30 September. Boasting more than 2.5 million users, PayMe has a rather young demographic with more than half of its users being teens and young adults aged below 40. Although PayMe is not one of the service providers of the Hong Kong government's voucher scheme, HSBC said the number of person-to-merchant (P2M) transactions saw close to 85% year-on-year growth in Q1 2021, while PayMe for Business continues to expand the citywide merchant network.

Maggie Ng, head of wealth and personal banking, Hong Kong, HSBC, said, "Underpinned by its strong user base and expanding merchant network, PayMe also aspires to help drive mobile payment adoption in Hong Kong through our safe and easy-to-use transaction experience to users, who can also benefit from our exclusive offers and privileges."

HSBC has been working with boybands MIRROR and ERROR a lot lately. For example, HSBC Credit Card launched its summer campaign the Red Hot Festival with ERROR. Working alongside Wunderman Thompson Hong Kong, HSBC said the campaign hoped to make the Red Hot Festival a signature annual shopping event, treating credit card holders to the biggest summer discount festival. The campaign, inspired by the recent popularity of music group and bands in Hong Kong documents how ERROR make the most of each opportunity to earn rewards on Instagram and Facebook.

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