PayMe goes big with OOH ads and AR in laisee giveaway campaign

HSBC's e-wallet PayMe has gone big with augmented reality (AR) and out-of-home (OOH) ads in its latest lai see giveaway campaign ahead of the festive season. 

In a conversation with MARKETING-INTERACTIVE, PayMe said that the campaign aims 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).

Launching from 1 February to 29 February, the campaign is done in collaboration with Ogilvy Mather, PHD Hong Kong and Mirum Agency.

By scanning the QR code at Island Beverley's (金百利中心) outdoor billboard in Causeway Bay, customers can witness through their AR camera the PayMe and its mascot PayMeow ad domination, filling up the key areas of Causeway Bay.

PayMe believes that while AR is very immersive and can create a unique customer experience, integrating AR into its Chinese New Year campaign can create new engagement opportunities with its consumers. It aims to provide its audience with a virtual “physical” experience merging offline and online to bring users into its unique branded world.

Moreover, customers who updated the PayMe app can scan QR codes throughout the city or click on dedicated digital ads online to catch the playful character Master Meow (PayMeow) on their mobile devices and be rewarded with a voucher. These vouchers can be used at over 63,000 physical and online merchant outlets that accept PayMe on the day of collection.

According to PayMe, the campaign has adopted above-the-line (ABL) and below-the-line (BTL) channels, including out-of-home placements on bus shelters and MTR stations; digital and social including own, third party channels and KOL partnerships; and owned channels such as eDM, website, in-branch collaterals, in-app banners and AR game.

In terms of marketing strategies, PayMe has adopted content marketing, digital and KOL partnerships, engaging AR experience with clear CTA driving app usage, OOH domination, rewards, leveraging wealth and personal banking (WPB) base and own channels, media outreach, as well as diverse merchant partnerships for mass appeal.

Brad Jones, head of PayMe by HSBC, said: “Laisee giveaway is an indispensable aspect of our Chinese New Year celebration. As Hong Kong’s homegrown e-wallet, PayMe wants to be part of and enliven this enduring tradition. With the objective to invigorate the rapidly growing local merchant ecosystem, our city-wide AR activation campaign will provide customers with reward vouchers, which can be spent at over 63,000 retail outlets.”

Don’t miss: PayMe infuses AR into lucky laisee giveaway campaign

Last year, PayMe also leveraged AR in its Chinese New Year lai see campaign to reach a wider audience. Users who scanned QR codes on billboards located at Ying Kong Mansion in Causeway Bay and Mong Kok Computer Centre in Mong Kok, as well as bus shelters across Hong Kong could draw a fortune stick, had chance to win a limited-edition NFT or a lucky laisee. 

Furthermore, PayMe users could scan the QR code shown on the outdoor ads to access the event webpage and play an AR game to get the chance to draw a fortune stick.

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