Octopus picks DDB as creative partner to launch massive campaign across HK

Octopus and its newly appointed creative agency DDB Group Hong Kong are launching a campaign to encourage Hong Kong people to collect and spend the government consumption vouchers with Octopus. The news of this government benefit was well received by Hong Kong residents but since the announcement there has been much speculation regarding who can register, how to register, how to collect the money, and how to spend it. In light of this, Octopus hopes to clarify the ease of the process through its new campaign.

The campaign highlights Octopus as the most hassle-free way to collect and spend the HK$ 5,000 government voucher, aiming to establish it as the preferred choice among Hong Kong residents. The ease with which residents (most of whom already own an Octopus card) can use the card to collect the vouchers via the Octopus App or one-tap collection at various points around the city, and then be able to spend it with the greatest variety of merchants, is stressed with the campaign tagline, “Take it easy – the simplest way to collect and spend”.

The campaign centers around a catchy theme song performed by popular local artist, Eman Lam. Lam is known for her cheerful, folksy songs and the new tune, “Take It Easy”, co-written by the team at DDB Group Hong Kong, is no exception. The music video features plenty of other familiar faces, including Ian Chan from Mirror, singing along to the tune too, all while happily spending with Octopus in a variety of easy ways.

Media agency, OMD appointed last year, will be deploying high-reach, high-impact integrated media to drive awareness and consideration. Having identified key audiences, Octopus said that the integrated media campaign is able to "synergise tailored creative executions with relevant media moments". As part of the campaign, the brand will also engage many micro influencers to share genuine accounts of their personal Octopus experiences, as a way to more personally connect with such a wide range of people.

Rita Li, sales and marketing director at Octopus, said, “We chose to work with DDB Group Hong Kong because the agency seemed to really understand our brand and where we want to take it. I think this campaign does a great job in assuring Hong Kong people about the ease of using Octopus for the voucher scheme, while also effectively communicating who we are as a brand.”

Leo Tsui, chief business officer at DDB Group Hong Kong, added, “We were thrilled to win the business of this iconic Hong Kong brand and are extremely excited to be doing a campaign that feels like a great cultural fit for both the brand and for Hong Kong people. After all, Octopus is an important part of Hong Kong culture.”

Frankie Fung, chief creative officer, DDB Group Hong Kong, added, “Everybody is looking forward to this government benefit, but nobody needs more stress in their lives. For this campaign, how we made people feel was the most important thing and I believe not only the song, but all the campaign elements, will help reassure people, that at least for this one thing, they really can ‘take it easy’.”

Currently, Octopus Cards is also looking to engage a professional digital marketing agency to assist with its #NeighbourDOOD Merchant Support Scheme. The scheme was created as Octopus Cards looks to deepen its ties within the SMB community in Hong Kong. Octopus Cards will require the digital marketing agency to help each merchant set up a social media business account, and provide the merchant with a tailored digital promotion strategy. The scheme aims to facilitate small neighbourhood merchants across the city with digital transformation and help them take advantage of the government's consumption voucher scheme (CVS).

Credits:
Client: Octopus Holdings Limited
Sales and marketing director: Rita Li
General manager, sales & marketing department: Peter Miu
Deputy general manager, sales & marketing department: Andrew Li
Senior manager, marketing: Milky Lau
Senior manager, marketing: Kammy Cheung
Manager, digital marketing: Smile So
Manager, marketing: Kimmy Ip
Manager, marketing: Dorothy Chan

DDB Group Hong Kong:
CEO: Andreas Krasser
Chief business officer: Leo Tsui
Group strategy director: Adrian Tso
Chief creative officer: Frankie Fung
Associate strategy director: Garron Chiu
Group business director: Albert Wong
Associate account director: Keefe Ho
Account manager: Cham Cham
Account executive: Tiffany Chan
Senior creative director and creative partner: Christine Lai
Associate creative director: Cola Chan
Senior art director: Zephyr Yung
Art director: Ruth Wong
Art director: Steph Fong
Copywriter: Lim Leung
TV production: Chuen Chau
Studio: Nelson Fung
Director: Nick Lim/ Martin Tong (Hellonick)

OMD:
Business director, overall account lead: Desmond Ko
Senior planning manager, integrated media planning: Adrian Lee
Digital manager, strategy digital media planning: Irene Chan

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