livi bank and iProspect debut travel marketing campaign upon policy change

livi bank has partnered with iProspect to launch a travel marketing campaign for its Buy Now Pay Later service, livi PayLater, to offer rewards to livi PayLater customers when they spend in six leading travel platforms using livi PayLater Mastercard. 

A recent survey conducted by livi bank showed more than half (52%) of their customers have made plans to save for future trips and they are also saving more to achieve their travel-related goals. As part of its campaign, livi has partnered with six leading travel platforms, including KKday, Texpert, Agoda, Hotels.com, Expedia and Klook, to tie livi PayLater with travel promotions that offers customers with attractive cashback when they spend on those destinated platforms.

With an early planning, livi swiftly responded to the travel policy change and launched its campaign on the same day via a 360-approach including video, social and search, receiving already 500K views in one weekend and doubling its sales shortly after the campaign was launched. There was also an immediate leap of 4% in travel related keywords CTR and 55% video view rate.

iProspect and livi have been preparing ahead to launch the media campaign within an hour following the announcements of travel restriction changes, including tapping into search intent to guide their media strategies.

“We are paying a great deal of attention towards the travel segment when growing our PayLater business,” said Eric Lin, CMO of livi Bank. “We are confident that the market has great growth potential, and it will see increased activities in Q4. Supported by big data and customer insights, we are confident that our new campaign ‘Travel Now, PayLater’ is answering our customers’ needs and the response so far has confirmed that,” Lin added. 

Karen Tam, planning manager from dentsu international Hong Kong also shared: “To capture the fast-moving market dynamic, we’ve been prepared weeks in advance so we can react within one hour after the new policy announced. Search Intent is also one of the triggers to guide our media plan change over the first weekend. 'Japan', 'Passport', 'Airline' and related keywords surged overnight, and we tapped these emerging trends with our travel campaign bringing positive result.”

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