X Wallet redefines 'instant' in finance with new campaign

X Wallet has launched a new campaign, in partnership with creative agency Narrow Door, to redefine the meaning of "instant" in digital finance. Drawing on the relatable imagery of instant cup noodles, the initiative aims to challenge conventional notions of speed in financial transactions while highlighting X Wallet’s unmatched convenience and efficiency.

The campaign seeks to build a memorable narrative that positions X Wallet as an accessible and reliable tool for swift money management—resonating with consumers and driving product awareness.

Kicking off in January 2026, the campaign will run throughout the first quarter to maximise reach and impact across multiple platforms. This focused duration is designed to capture audience attention early in the year, laying the groundwork for sustained brand engagement in subsequent quarters.

Targeting Gen Z and tech-savvy individuals, particularly those aged between 18 and 55, the campaign compasses a multi-channel approach, integrating both traditional and digital methods.  

These strategies include engaging storytelling that leverages the emotional connection consumers have with instant cup noodles, said Mercer Ng, brand and marketing director, Zero Finance Hong Kong in conversation with MARKETING-INTERACTIVE. 

“Collaborations with KOLs and influencers amplifies reach, especially on platforms favoured by our target demographic. We also employ eye-catching outdoor advertising across transportation modes to ensure visibility and engagement in high-traffic areas, creating a seamless and cohesive brand experience.” 

The campaign will utilise a diverse range of promotional mediums to ensure maximum reach and engagement. Key platforms include traditional television channels such as TVB, ViuTV, NowTV, and HoyTV.  

In addition, the campaign will leverage online platforms such as YouTube, social media channels, OTT such as MyTV Super and collaborations with relevant KOLs to target younger audiences. Out-of-home advertising across various transportation modes further enhances visibility, making the campaign accessible to a broader audience. 

Ng said, “Following the excitement generated in our 2025 branding campaign, we’re thrilled to continue exploring the connection between instant gratification and financial solutions,"  

"Our campaign uniquely combines familiarity with innovation of refining what “instant” truly means in the digital finance sector, connecting the quick satisfaction of instant noodles with the rapid approvals of our financial solutions.” 

"The collaboration with Anthony Wong and 193 aka Denis Kwok emphasises our commitment to delivering speed and ease to our customers. We believe this narrative will not only resonate with our audience but also solidify our position as innovators changing the game in digital finance,” he added. 

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