Octopus HK partners with VTubers in new campaign to appeal to HK teens

Octopus Hong Kong has leveraged the influence of virtual YouTubers (VTubers) in its new prepaid card campaign to appeal to the younger audience.

Developed by DDB Group Hong Kong, the campaign promotes the ability to use the card for any online purchases, connecting with target consumers in the digital world they are accustomed to, yet can have a hard time spending in. 

The campaign will run for four weeks, with weekly promotional livestreams during the campaign period.

Also known as Octopus Mastercard, the prepaid card is a reloadable virtual prepaid card that can be downloaded via the Octopus App and easily added to Apple Pay or Google Pay.

Essentially a substitute for a credit card when making both online and in-store payments, the Octopus Mastercard looks to appeal to those not yet of credit card age, but spending plenty of time and money online. This aims to help youngsters achieve mobile games purchases, food delivery orders and online shopping without “borrowing” a credit card.

The campaign features four Vtubers, including Mya, Rumi Ikisaragi, Tsukishima Cross and Hasuki Aoi. They were chosen as Octopus HK believes their images align with the brand values and their audience bases are similar to the ones Octopus HK is trying to reach.

They may be anime characters but their level of influence is considerable, together offering an accumulated subscriber base of almost 100,000 people, according to the release. 

Furthermore, the campaign has also included curated VTuber livestream content, tailormade merchandise and eCommerce offers. Each VTuber will introduce and promote the Octopus Mastercard via their weekly livestreams, directing them to the online shopping platform Flying Milktea, where exclusive products will be available for Octopus Mastercard users. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Octopus HK said in the current era of ad block, identifying the right content creator to spread the advertisers’ message is very common. While VTuber is definitely one of the most consumed social content among the teenagers, brand collaborations in Hong Kong have not yet been as sophisticated as they are in countries such as Japan or China.

"This campaign can hopefully show the potential of these content creators as communicators for brands, and also to encourage support of the local VTuber community locally."

Rita Li, sales and marketing director at Octopus Hong Kong, said, “Hong Kong teens have grown up with Octopus and Octopus Mastercard will enable another online payment option for them.  We are excited to be offering this prepaid Mastercard for Gen Z users as they gain increasing financial independence through their teens.” 

Felix Fong, head of digital at DDB Group Hong Kong, said, “It is always exciting to take brands to new digital environments, and we knew that for both this audience and this product we needed to be online.”

“It was important to find a way to show them the benefits of this virtual card, without encroaching too much on their time, space or enjoyment. I think partnering with the VTubers and Flying Milktea felt a new and interesting proposition and yet, a natural fit for all,” he added.

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