PayMe extends consumer engagement campaign of UnionPay virtual card

PayMe by HSBC and global payment network UnionPay International have celebrated a milestone that one in five users have activated the UnionPay virtual card since its launch, transforming cross-border payments.

Launched in August, the campaign allows PayMe users to make payments at over 34 million merchants across 46 markets globally using the virtual card, including destinations such as China, Korea, and Japan.

PayMe is also topping up and extending the consumer engagement campaign until 31 December 2024. From now until the end of this year, customers making purchases of CNY 88 or more with their PayMe UnionPay QR codes at merchants in mainland China will receive an HK$8 rebate for each transaction.

In a conversation with MARKETING-INTERACTIVE, Brad Jones, head of PayMe by HSBC, said given that QR code is a common payment mechanism in the Greater China region, the partnership aims to offer customers an easy way to pay like a local when they travel to China, continuing to provide flexibility to consumers.

Targeting Hongkongers who travel especially to China and Japan, the campaign is promoted via online and offline channels, including PayMeow, the brand’s ambassador, driving awareness and engagement on social media and other digital platforms.

“If you go down to Admiralty station, you’ll see PayMe branding dominating the station. Any Hongkonger who travels to China or Japan at weekends can use the extensive network of UnionPay merchants anywhere," Jones added.

Jones said: “HSBC is the go-to bank for customers with local and international needs. This partnership reflects our commitment to providing truly global banking services. With this milestone, we are dedicated to offering customers a seamless and convenient payment experience here in Hong Kong and in markets around the world that are rapidly embracing cashless transactions.”

In terms of the measurement of returns on investment (ROI), Jones said PayMe is looking at the increase in customers and card numbers, as well as transactions internationally as the product continues to grow. 

Larry Wang, CEO and deputy chairman of UnionPay International, said: “This launch not only marks a milestone in our journeys but also showcases the power of innovation and interoperability in the digital payments landscape. Our collaboration with PayMe is a testament to a win-win partnership, where we leverage each other's strengths to create value and expand our market reach.”

Don't miss: PayMe goes big with OOH ads and AR in laisee giveaway campaign

Back in February, PayMe went big with augmented reality (AR) and out-of-home (OOH) ads in its latest lai see giveaway campaign ahead of the festive season. 

PayMe said that the campaign aimed to drive buzz and excitement in the market to encourage users to spend using PayMe during Chinese New Year, while providing its users with a unique AR experience that engages its audience and drives them to act on its call to action (CTA).

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