WeChat Pay HK renews contract with Above The Line

WeChat Pay HK has renewed its partnership with the local PR agency Above The Line, following a competitive pitch process in April 2022.

Above The Line has been the communications partner for WeChat Pay HK since 2022. As they enter their third year of collaboration, the agency’s commitment to delivering exceptional PR services remains steadfast.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from WeChat Pay HK said Above The Line stood out as the agency of choice due to its rich experience in managing communications across various sectors including retail, art and culture, technology, government and non-profit organisations.

Its proven track record in crafting engaging narratives has been instrumental in launching impactful PR campaigns.

Under the partnership, the agency’s role with WeChat Pay HK entails developing a robust PR strategy tailored for the Hong Kong market, aimed at amplifying brand awareness and solidifying WeChat Pay HK's position in the fintech and payment solutions landscape.

Ada Lau, brand director of WeChat Pay HK, said: “With Above The Line's expansive media network and proven expertise in publicity, we're looking forward to reaching new heights in Hong Kong's digital payment scene. Our goal is to not just meet, but to exceed expectations, introducing innovative payment solutions that resonate with and simplify the lives of Hong Kong users."

Meanwhile, Vivien Wong, director of Above The Line, said: "It's an honour to extend our partnership with WeChat Pay HK into its third year. Our collaboration has been a cornerstone in showcasing the brand's innovation in the digital payment space. We remain committed to delivering strategic and creative PR campaigns to further the brand's success and market leadership."

Above The Line has been at the helm of several campaigns for WeChat Pay HK, each contributing to a strengthened market presence and enhanced brand awareness.

The PR campaigns for both the 2022 and 2023 Consumption Voucher Scheme were met with an enthusiastic public reception, especially with the special appearance of the seasoned actor Michael Tao with a catchy theme song in a way to spread the word and drive registration rate.

WeChat Pay HK also partnered with the agency to organise an experiential trip for local media several times last year to Shenzhen and Guangzhou, showcasing the use of the HKD e-wallet in Chinese Mainland across countless merchants such as Costco, Meituan (美團), DaZhongDianPing (大眾點評) and local shopping malls.

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