Page 61 - MA2022-Souvenir-Programme

Merit Award

“Hong Kong’s Laisee”
PayMe from HSBC

PayMe completely redefined CNY traditions through an innovative social e-laisee product feature, and within a month’s time it
clocked in 5.3M e-laisee sent by genuine users, highest record ever in Hong Kong. This set new standards for the financial industry,
for itself and other banks and SVFs, challenging all to up their game to create better user experience, thereby benefiting the greater
community at large.

PayMe gamified the CNY experience by not only allowing e-laisee to be sent, but also created group e-elaisee that people can
send out to their social chat groups, either fixed sum for the conservative and lucky random amount for the fun-lovers. It took
Hong Kong by storm with this fun feature; bosses/KOL/family/friends shared their QR codes in Zooms, links via WhatsApp/social
platforms/forums, inviting people to collect e-laisees fervently. Sharing and collecting became equally fun as people reciprocated
socially. PayMe laisee became a new lingo in the HK urban dictionary. Due to its popularity, e-laisee became a permanent PayMe
feature that is still being used daily as red packet well wishes.
This constant digital innovation mindset raised the bar for the entire HK financial scene to level up. CNY joy is now truly inclusive
as PayMe has an in-app accessibility feature highly supported by the Hong Kong Blind union, and endorsed by HSBC globally, that
makes it possible for the differently-abled, such as the visually-impaired and the silver-haired to be able to make digital payments
with audio cues aiding every step of the user journey. Whilst its business advances in innovation, it does not forget the people
in need; that’s the core tenet that keeps PayMe’s business meaningful - ensuring that features are not only pioneering but also
inclusive, allowing everyone to access and share joy during a time when people can’t socialize physically, but they can reward each
other virtually with PayMe’s e-laisee.

Comments from the Judges:
It was commended as a highly inclusive and glorious campaign. With an innovative product enhancement of e-laisee, PayMe has
successfully re-ignited the acquisition and installation of the app and set a new tradition of celebrating CNY in Hong Kong.

Creativity and determination of PayMe team has shown no fear to the challenges brought by COVID-19. The team went extra mile
by putting user experience first and reflecting the “social” aspect in PayMe’s DNA. With the well-structured five-phase strategies
combing its hero TV commercial, the campaign effectively hit the mind of the general public and created viral marketing effect.
Fun and social were the key elements to sustain the success of the campaign by bringing joy and reunion to Hong Kong people,
whom the social lives have been severely hit by the pandemic. The care for differently-abled citizen was definitely an extra bonus
for the community and enhanced the bank’s socially responsible image.
The campaign has created a smash hit in town and achieved the record highest volume of digital e-laisee sent in the past decade.
The campaign has become an international Harvard Business Review case, bringing pride and glory to Hong Kong.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Ogilvy
2. PHD Media
3. Weber Shandwick

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022