Discover PayMe's innovative Chinese New Year campaign, blending AR and OOH for an immersive and engaging experience. Don't miss out!
As the festive season approaches, HSBC's e-wallet, PayMe, is making waves with its latest lai see giveaway campaign, incorporating augmented reality (AR) and out-of-home (OOH) advertising to engage users in a unique and interactive experience.
In a recent conversation with MARKETING-INTERACTIVE, PayMe revealed that the primary goal of the campaign is to generate excitement and encourage users to utilize PayMe for transactions during Chinese New Year. By integrating AR technology, PayMe aims to immerse its audience in a virtual experience that merges offline and online worlds seamlessly.
Running from February 1st to February 29th, the campaign is a collaborative effort between PayMe, Ogilvy Mather, PHD Hong Kong, and Mirum Agency. One of the campaign's highlights is the AR-enabled billboards strategically placed in Causeway Bay. By scanning the QR code on these billboards, customers can unlock an augmented reality display featuring PayMe's mascot, PayMeow, dominating the vibrant streets of Causeway Bay.
PayMe believes that AR offers a highly immersive experience that can captivate consumers and drive engagement. By incorporating AR into its Chinese New Year campaign, PayMe aims to provide users with a unique and memorable experience while reinforcing its brand presence.
To further incentivize participation, customers who update the PayMe app can scan QR codes throughout the city or click on dedicated digital ads online to interact with Master Meow and receive exclusive vouchers. These vouchers can be redeemed at over 63,000 physical and online merchant outlets, adding an extra layer of excitement to the campaign.
The campaign utilizes a multi-channel approach, encompassing both above-the-line (ABL) and below-the-line (BTL) channels. This includes out-of-home placements on bus shelters and MTR stations, digital and social media initiatives, as well as owned channels such as email marketing, website banners, and in-app promotions.
Brad Jones, head of PayMe by HSBC, emphasized the importance of the lai see giveaway in Chinese New Year celebrations and PayMe's commitment to enhancing this tradition. He stated, "As Hong Kong’s homegrown e-wallet, PayMe wants to be part of and enliven this enduring tradition."
This campaign builds upon PayMe's success from the previous year, where AR technology was also utilized to engage users in a similar lai see giveaway campaign. By consistently innovating and leveraging new technologies, PayMe continues to set itself apart in the competitive e-wallet market.
In summary, PayMe's integration of AR and OOH advertising in its Chinese New Year campaign showcases its commitment to creativity and engagement. By providing users with a unique and interactive experience, PayMe strengthens its brand presence and reinforces its position as a leader in the digital payments space.
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