PAYME: HONG KONG'S LAISEE

DIGITALIZING HONG KONG'S LAISEE TRADITION

Building on its role as ‘Hong Kong’s Wallet,’ HSBC’s PayMe expanded its cultural footprint to become ‘Hong Kong’s Laisee’ for the Year of the Tiger. We launched a new group laisee function within the PayMe app, offering a modern, gamified twist on the age-old tradition. This innovative feature brought families and friends together in a more fun and inclusive way.

To mark this significant launch, we partnered with a diverse array of Gen X, Millennial, and Gen Z talents. This multi-generational approach effectively showcased PayMe’s widespread popularity across all demographics in Hong Kong, reinforcing its dominant market share in peer-to-peer transactions.

The campaign achieved phenomenal success: within just 4 weeks, over 5.3 million laisee were sent, valued at HKD 84 million. This likely set a new record for e-laisee transactions in Hong Kong, solidifying PayMe's position at the heart of the city's digital traditions.

AWARDS
2022 EFFIE HK AWARDS
Bronze - Banking and Financial Services
2022 MARKETING MARKIES AWARDS
Gold - Best Use of O2O Strategy
Silver - Best Idea - Pandemic Response
Silver - Best Use of Data/Insights
Silver - Best Use of Gamification
2022 MARKETING EXCELLENCE AWARDS
Gold - Financial & Insurance Marketing
Silver - Experiential Marketing
Silver - Covid-19 Response
2022 HKMA AWARDS
Merit - Campaign Award Winners
Excellence in Customer Engagement and Experience
Excellence in Innovative Use of Technology