WeChat Pay HK launches campaign using artist Michael Tao's catchy song

WeChat Pay HK has embarked on a 360-degree campaign from June to July featuring local artist Michael Tao and the company's adorable mascot “Mini Green”.  The launch of the campaign aims to lure more users to register their phase II of the 2022 Consumption Voucher Scheme (CVS) with WeChat Pay HK.  The campaign features a theme song highlighting WeChat Pay HK’s myriad cash rewards plus 150,000 applicable merchants across e-shops, supermarkets, deliveries, transportation and much more. The song has showcased a number of Tao’s comical idiosyncrasies and quips – such as his signature dance moves that his fans would find amusing. 

Daniel Hong, vice president of Tencent Financial Technology, said that Tao’s participation in Phase II of the CVS campaign has added a much-needed, jovial human touch. “We see no better partnership than with him to spread the word and drive registration rate. His participation will definitely add a star-studded edge to our offerings and merchant networks. Michael and everyone at WeChat Pay HK loves the theme song and the special appearance by Mini Green,” Hong added. 

Tao's catchy song was played across digital and social platforms like YouTube, Facebook, Instagram and WeChat Official Account. To further attract non-WeChat HK users, the campaign debuts humorous Whatsapp stickers of Tao available for download. Furthermore, a physical meet-and-greet session at tmtplaza was organised by Above the Line PR & Communications and saw Tao sharing the benefits of registering CVS with the app via the theme song alongside details of “A Good Deed Every Day” (日行一善) charity campaign.

The event leveraged on the giant 530” TV wall to show the music video as a kick-off introduction at tmtplaza, which is one of the eight participating shopping malls of “WeChat Pay HK Quadruple Rewards”. WeChat Pay HK appointed Above The Line to oversee duties across communications strategy and PR relations till May 2023. Above The Line is also responsible for the press relations and promotion of WeChat Pay HK’s 2022 consumption vouchers scheme (Phase II).

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