WeChat Pay HK embarked on a 360 degree campaign from June to July featuring local artist Michael Tao and the company’s adorable mascot “Mini Green”. The launch of the campaign aims to attract more users to register their 2022 Consumption Voucher Scheme (CVS) Phase II with WeChat Pay HK. The campaign features a theme song highlighting WeChat Pay HK’s myriad cash rewards as well as 150,000 applicable merchants across online stores, supermarkets, delivery, transportation and more. The song featured a number of Tao’s comedic idiosyncrasies and quips, such as his signature dance moves that his fans would find amusing.
Daniel Hong, vice president of Tencent Financial Technology, said Tao’s participation in Phase II of the CVS campaign added a much-needed jovial human touch. “We can’t think of a better partnership than with him to spread the word and increase sign-up. His participation is sure to add a touch of excellence to our offerings and merchant networks. Michael and everyone at WeChat Pay HK love Mini Green’s theme song and special appearance,” Hong added.
Tao’s catchy song has been released on digital and social platforms such as YouTube, Facebook, Instagram and WeChat official account. To further appeal to non-WeChat HK users, the campaign is launching humorous Tao Whatsapp stickers available for download. Additionally, a physical meet and greet session at tmtplaza was hosted by Above the Line PR & Communications and saw Tao share the benefits of recording CVS with the app via theme song alongside details of “A Good Deed Every Day” (日行一善) charity campaign.
The event relied on the giant 530-inch TV wall to show the music video as a launch introduction to tmtplaza, which is one of eight participating malls of “WeChat Pay HK Quadruple Rewards”. WeChat Pay HK has appointed Above The Line to oversee communications strategy and public relations duties until May 2023. Above The Line is also responsible for press relations and promotion of the consumer voucher program 2022 of WeChat Pay HK (Phase II).
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