PAYME: RECLAIMING HONG KONG'S WALLET

In a highly competitive e-wallet landscape, PayMe aimed to shed its traditional banking image and embrace its identity as a truly 'Hong Kong-made' brand for the people. Our rebranding strategy was built on a key insight: Hong Kongers yearned for a new narrative of local pride and hope, reminiscent of the city's vibrant past.

This insight ignited the 'HK-Made Star X HK-Made PayMe Wallet' campaign. By strategically uniting PayMe with Keung To, a beloved home-grown star and symbol of local success, we created a powerful emblem of Hong Kong identity. This alliance not only brought PayMe's distinctive mascot, PayMeow, to the forefront but also successfully cemented PayMe's position as the e-wallet truly made for and by Hong Kong.


AWARDS
2022 EFFIE HK AWARDS
Merit - Banking and Financial Services 
2021 WARC AWARDS FOR CHINESE STRATEGY
Bronze