Page 47 - HKMA 2020 Awards Souvenir Programme

Excellence Award

“Infinite Possibilities”
Alipay Payment Services (HK) Limited

AlipayHK is a one-stop super lifestyle app tailor-made for Hong Kong users. Being one of the key players in the market, it strives to
bring more lifestyle services to the fingertips of its users.
With its localized user interface design, wide range of products and services, it is in a leading role of the mobile payment industry.
To further expand its brand’s coverage, it needs to stand out from the competition and be the real brand for local Hong Kong users.
By adopting the “Millennials for Millennials” approach, AlipayHK created the campaign “Infinite Possibilities” to deliver the message
that AlipayHK empowers a better future for millennials with meeting their needs in all walks of life. The holistic campaign is a full
coverage online and offline. It maximized the brand exposure in outdoor advertisement and social media, it also created noises
through the two episodes of a contemporary love story mini-film with an unexpected plot twist to raise the interests of millennials,
infusing AlipayHK use cases in daily scenarios. It launched an unmanned “AlipayHK Futureland” exhibition experience as a simu-
lation of smart lifestyle in the future with mobile payment technology and ecosystem, which gained tremendous awareness; to-
gether with the popular unbranded vlog of John Tsang presenting the “No Cash Challenge” with AlipayHK, they further reinforced
its brand positioning of creating infinite possibilities.
The campaign not only gained numerous awards, AlipayHK also made it the most positively talked about brand amongst Hong
Kong young adults. Today, it has acquired more than 2,000,000 active users and 50,000 plus local merchants, and the numbers are
still growing.
To AlipayHK, it is a significant milestone achieved, and it will continue broadening its services and vision with“infinite possibilities”,
encouraging a smarter living lifestyle for Hong Kong users.

Comments from the Judges:
It was commended as a unique and innovative rebranding campaign. Through an original and out-of-the-box mix of
communications and promotion strategies, AlipayHK has effectively localized its brand image and resolved the major hesitations
of Hong Kong users about mobile payment.
Based on rigorous observation of the market and precise targeting on millennial audience, AlipayHK made a remarkable attempt
to differentiate itself from customers’ perception of it as a “China brand”. The campaign made use of local relevant content and
demonstrated the usage of AlipayHK in daily lives, and more importantly broadened our imagination of possibilities in life with
AlipayHK. Following the unmanned store that showcased futuristic shopping experience, the refreshing and memorable mini love
films has again touched the hearts of the target audience in the most appealing way.
The branding campaign delivered promising results especially in terms of growth in usage of mobile wallet and increased
awareness among the millennials. The campaign has also strengthened the image of AlipayHK as a highly reliable mobile payment
services provider with strong innovation capabilities.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Uth Creative Group Limited

45HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020