To promote its newly-introduced mobile payment service O! ePay with Octopus, Standard Chartered Hong Kong has partnered with CMRS to roll out a digital-led campaign starring Canto-pop band Supper Moment in its video.
Highlighting two major functions that the service offers, including top-up Octopus on-the go (入錢) and splitting bills (夾錢), the music video featuring Supper Moment portrays the story with some gamification elements.
For example, whenever they need to split up bills, they just use the fintech product to collect the exact amount easily without any messy loose change.
According to CMRS, partnering with Supper Moment, a theme song was composed to tell target audience it’s convenient to do peer to peer money transfers via mobile devices.
As different consumers may use different feature, it redefined the target audience, for instance, top-up function for young parents and car owners; while splitting bills for young adult or career starters.
The MV not only features Supper Moment, but also features other KOLs that will be rolled out gradually to illustrate different scenarios.
Up to now, Standard Chartered is the only bank to partner with Octopus O! ePay service.
Louis Leung, director of engage of CMRS said, “For this campaign we believe social media can effectively reach out those tech-savvy digital natives, and enables us to target a more defined demographic group.”
Digital and social media agency: CMRS Digital Solutions Ltd.
Director of engage: Louis Leung
Assistant manager: Sze Chung Fung
Senior social media specialist: Chesta Siu, Thomas Wong
Social media assistant: Emily Ng
Associate content creation director: Jeromy Wan
Content creation supervisor: Charlie Yim, Deyon Lai
Content creation specialist: Summer Cheung, Jamie Wong, Tang Wing Hung
Video production agency: Visualution Labs Limited
Producer: KaHo Yue
Director: Prisken Lo
Cinemagrapher : Buddy Ma
Art director: Karen Lau
Motion graphic designer: Big Rain
Production manager: Wales Yuen, Edwin Liu