Keung To joins forces with PayMeow to switch their CVS to PayMe

Boyband Mirror’s Keung To joins forces with PayMe’s mascot PayMeow to encourage consumers to “spin” and switch their CVS deposits to the eWallet, after the government introduced PayMe's participation to the Consumption Voucher Scheme (CVS) last year.

The campaign started from 6 June 2022, with the promotion period running until end of this year’s CVS registration period. By switching to PayMe, consumers can spend their vouchers at over 35,000 merchants across the city. The target audiences of the campaign are those who are eligible under HKSAR government's new round of CVS, the core target would primarily be the 18-40+ group, as they tend to be more flexible around switching between different SVFs (Stored Value Facility) to collect money and vouchers.  

It also continues PayMe’s collaboration with Keung To, who previously promoted their eWallet and innovative Chinese New Year e-Laisee offer. To inspire people to switch their CVS to PayMe, consumers will have the chance to share HK$40 million in rewards and even win a luxury electric car.

In the video ad, Keung To was seen turning with its original “Keung’s spin” with PayMeow to switch their CVS deposits to PayMe. The ad will be streamed across different media, TV commercials and a series of social media videos will be displayed across multiple channels to promote the wide array of enticing offers available during the campaign period. 

The OOH push will cover bus body and lightboxes in train stations, LED networks, digital banners. Moreover, there will be a PayMeow van activation in late June, touring the city during the designated consumption voucher scheme registration period to help consumers download the PayMe app and set up PayMe as their consumer voucher wallet. In addition, key visuals will show up on the media wall of HSBC’s main building in Hong Kong from June 19 to July, like a mega billboard. 

Jaslin Goh, head of marketing of CX and design at PayMe HSBC, said: “With PayMe now part of the CVS, it gives consumers thousands of more ways to spend with all the merchants who welcome Hong Kong’s e-Wallet. We’re excited to work with Keung To again, to help us get our message out to ‘spin’ and make the switch to PayMe for the next round of CVS. This latest campaign builds off our success over the last 12 months as PayMe continues to grow from strength to strength.”

Buji Ng, group creative director at Ogilvy Hong Kong, said: "We were so excited to learn that PayMe was part of the CVS! As a new player in the second phase of the scheme, we’re in a tricky position, because everyone has already registered with a certain payment method.”

Ng also added that their biggest challenge is how to break this “pattern” and encourage people to switch to PayMe, “That’s how we came up with the idea ‘Switch to PayMe’, which has a unique and ownable hook. It plays around with the Cantonese meaning of “switch” and “spin”. So, we created a signature Keung To move called the ‘KT Spin’, a very simple spin that you can do to join in on the fun that PayMe brings."

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