Octopus highlights Hongkongers' mobility with new platform

Octopus Cards has teamed up with DDB Group Hong Kong to launch “Octopus Go” - a new brand platform marking a new era of accessibility, with Mobile Octopus now also available on Android and therefore on virtually every smartphone in the city. 

The creative direction of the campaign stems from Octopus’ transaction data that offers a rich perspective on Hong Kong consumer behaviour, with the daily data effectively measuring the city’s movement and energy over time. With historical records adding depth to real-time insights, the data offers a continuous read on the city’s pulse and consumer sentiment for the brand.    

At the heart of the campaign is “OOTD” (“Octopus of the Day” / “Outfit of the Day”), a Gen Z pop anthem literally shaped by Octopus transaction data - its melody and beat reflecting the rhythm and energy of the city. Created by local musicians Oscar Lee and Jacky Yu, and performed by boyband MIRROR’s Ian Chan and girl group COLLAR’s Marf Yau, the song debuted through a viral dance challenge and is now live on all major streaming platforms. 

The campaign also features Travel Corner, unifying travel-related services for a seamless experience, from ride-hailing in Vietnam and select destinations to payments at Octopus’ customers’ favourite getaway cities such as Seoul – all in one app.  

To make adoption and usage easier, the Go campaign includes more than HK$4.5 million in incentives for rebates and Octopus “black card” year-long free auto top-up prizes in a lucky draw. 

The campaign is amplified by AI-generated TV and outdoor creative, social initiatives, and citywide incentives including rebates, lucky draws, and automatic top-ups for new users. The campaign runs for the next month. 

Jaslin Goh, director, marketing, communications and data at Octopus, said: "Octopus Go is a platform that lets us stand for the social energy and mobility of Hong Kong people. With enhanced fintech features and a broader reach, our goal remains to make life easier for everyone in Hong Kong."

Andreas Krasser, CEO at DDB Group Hong Kong, said: "Octopus has unique consumer intelligence at scale. Helping turn that data into a strategic and creative platform was a big opportunity for both Octopus and us as its agency."

MARKETING-INTERACTIVE has reached out to Octopus for more information.

Don't miss: Octopus drives digitalisation across taxi industry with BigBoss partnership

Most recently, Octopus Cards forged a strategic partnership with BigBoss Taxi to unveil "Easy Ride" (Call車易), an all-in-one platform integrating ride-hailing, electronic payments, and driver settlement services.

This marks Octopus's first taxi fleet partnership, aiming to deliver a one-stop solution for passengers and drivers while accelerating digital transformation across Hong Kong's taxi industry.

This partnership comes as the usage of taxi payments with mobile Octopus increases. According to the release, electronic taxi payments through Octopus mobile POS surged by 70% during the Easter holiday period, while tourist mobile Octopus usage increased by 62% YoY.

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