HSBC’s e-wallet PayMe has unveiled its lucky laisee giveaway campaign with its mascot PayMeow, celebrating Chinese New Year with people in Hong Kong.
Last year, PayMe’s Chinese New Year campaign resulted in over 5.3 million laisees sent via the app. This year, the campaign aims to celebrate the festival in a fun and novel way with its 2.9 million users. In terms of medium of promotion, PayMe’s mascot PayMeow is transformed into "Master Meow" and displayed on billboards in many outdoor advertising hotspots and bus shelters all over Hong Kong.
In addition, three versions of a new commercial starring "God of Eat", "God of Shop" and "God of Play" is also broadcast on ViuTV, HOY TV and online platforms, highlighting how PayMe covers users’ needs throughout their daily lives in a variety of ways.
“Digital laisee has become incredibly popular and PayMe is very proud to be part of that, as last year we saw a surge of excitement around our group laisee feature, with over 5 million laisees distributed during the Chinese New Year as people shared their warm wishes with each other. This year, we wanted to add another layer of excitement by introducing our first AR experience, enabling users to scan PayMe ads to receive festive blessings, as well as voucher rewards. This is our way of spreading the spirit of Chinese New Year across Hong Kong for the Year of the Rabbit,” said Dharini Kannan Hemant, CEO of PayMe.
Available until 18 February, users who scan QR codes on billboards located at Ying Kong Mansion in Causeway Bay and Mong Kok Computer Centre in Mong Kok, as well as bus shelters across Hong Kong can draw a fortune stick, have chance to win a limited-edition NFT or a lucky laisee. Furthermore, PayMe users can scan the QR code shown on the outdoor ads to access the event webpage and play an AR game to get the chance to draw a fortune stick. Users may win a lucky laisee or limited-edition NFT to bring home their own digital version of one of the lively and stylish New Year mascots.
PayMe told MARKETING-INTERACTIVE that they were confident that it would drive an uptick in new acquisition, drive merchant spend using their elaisee rewards, as well as educate users on PayMe’s vast merchant footprint with over 50,000 merchant outlets.
Back in June 2022, Boyband Mirror’s Keung To joined forces with PayMe’s mascot PayMeow to encourage consumers to “spin” and switch their CVS deposits to the eWallet, after the government had introduced PayMe's participation to the Consumption Voucher Scheme (CVS) in 2021.
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