MoneyBack elevates consumers' shopping experience with app revamp

AS Watson's loyalty programme MoneyBack has revamped its app with five major enhancement to elevate the "find it, earn it" shopping experience, allowing members to enjoy rewards available across Hong Kong.

The upgraded MoneyBack partners up with over 200 brands, continuously expanding its range of offers with cross-merchant discounts and points cashback, establishing itself as Hong Kong’s most extensive membership reward platform. Apart from AS Watson Group’s retail brands such as PARKnSHOP, Watsons, and Fortress, the reward network of MoneyBack covers 10 consumer categories, including dining, travel, health and beauty, fashion, entertainment, insurance, and telecommunications, fully satisfying members’ needs with broader discounts.

As part of the upgrade, new members will receive welcome offers worth over with HKD$500, including multiple shopping discounts at PARKnSHOP, Watsons, and Fortress. MoneyBack App has become an all-in-one companion for every member’s dining, shopping, and entertainment needs.

The revamped MoneyBack app introduces five key functional upgrades to enable members earn more easily, including new quick access tools at homepage and upgraded search bar functions, allowing filtering by brand, coupon, or featured recommendations for faster browsing of offer details.

A new location-based feature helps find nearby discounts. On the earning side, redeemed offers will be automatically stored in a digital "wallet" for easy access and usage. Points can be used as cash or redeemed for products and vouchers through the streamlined “Redeem” page.

Additionally, MoneyBack launches the new "Neighborhood treasures” campaign to support local small businesses, inviting shops from all 18 districts in Hong Kong to join for free and collectively boost local consumption. It also aims to offering free offline plus online (O+O) promotion to generate exposure.

Participating merchants are only required to provide consumer discounts to engage with MoneyBack members. Since the initial phase of merchant recruitment started in early March, over 50 local small shops have joined within less than a month. MoneyBack looks forward to more local shops joining to offer members diverse and delightful shopping discounts, further boosting local consumption.

The campaign was developed in partnership with TBWA Hong Kong, the creative agency selected to bring MoneyBack’s vision to life. The campaign not only highlights MoneyBack’s expanded features but also redefines how rewards programmes can integrate into consumers’ daily lives. The tagline "Find it. Earn it. Get MoneyBack!" (易搵易賺 易賞錢) emphasises the ease and joy of finding, earning, and redeeming rewards through MoneyBack. The campaign inspires consumers to see the app as more than just a tool for collecting points—but as a gateway to smarter, more exciting shopping experiences.  

A key element of the creative strategy was selecting local singer Hins Cheung as the campaign’s official spokesperson, a decision carefully crafted to resonate with MoneyBack’s diverse target audience, spanning Gen Z to baby boomers. Cheung, a beloved personality known for his wit, charm, and relatability, embodies the smart, playful, and approachable spirit of the MoneyBack brand. 

As part of the campaign, Cheung performs the new MoneyBack theme song and introduces a signature "OK"  gesture—a fun and memorable symbol designed to create a strong connection with the brand. Through his unique blend of humor and approachability, Cheung guides users on a journey to unlock the full potential of MoneyBack’s rewards, ensuring that earning and saving with the app feels both easy and enjoyable. 

The campaign will be delivered across a variety of media touchpoints, including TV commercials, out-of-home advertising, social media platforms, online and digital channels and in-store presence across 468 locations.

Since its establishment in 2007, MoneyBack leverages technology to connect Hong Kong people through diverse benefits and features such as using points as cash, digital stamps, Asia One Pass for overseas points accumulation and local offers, points sharing, and charitable donations. This allows members to enjoy offers anytime, anywhere while promoting sustainability.

Clarice Au, CEO of Retail Hong Kong, AS Watson, said, " Throughout these 18 years, MoneyBack has been dedicated to connecting every family and community in Hong Kong, building a network full of warmth and innovation. The revolutionised Moneyback brings exciting new surprises tailored to the fast-paced and discerning lifestyle of Hong Kong people."

"With expanded offer categories and the brand-new app featuring enhanced functionalities, our goal is to empower members to enjoy a more ‘Find it, Earn it’ experience. Moreover, members earn points with every MoneyBack transaction, which can be instantly redeemed to offset purchases, exchanged for coupons or gifts, or convert into partner points, delivering the seamless experience," she added.

“Our goal was to reimagine how MoneyBack fits into the everyday lives of Hong Kongers,” said William Chow, creative partner at TBWA Hong Kong. “Cheung was the perfect choice to deliver this vision. His ability to connect with audiences across generations, paired with his fun and lively personality, allowed us to craft a campaign that feels fresh, engaging, and relatable.” 

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