Experiential Marketing - Live + Digital

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2023 BRONZE

The Biggest Laisee of All

This case is a masterclass in rewriting the playbook of user acquisition for a challenger brand facing high barriers-to-entry. How does a late-to-market player supercharge user acquisition in e-wallets, a category in which people tend to stick with their default choice, and where market giants have turned their scale into massive barriers-to-entry? For PayMe, the breakthrough was in moving beyond the typical big-$-brand-down model of user acquisition, and instead finding a 'Trojan Horse' moment to hijack to drive acquisition, bottom-up.

Brand: PayMe by HSBC
Client: PayMe by HSBC
Agency: Ogilvy Hong Kong
Language: English

2023 BRONZE

HSBC Paraverse

Given the pandemic situation, HSBC Credit Card saw an opportunity to solidify the category leadership by focusing on millennials, who have 30% higher average spending per customer than mature generation, through gamification. To drive brand engagement and metaverse introduces value exchange for customer engagement, a cross-reality game is created to bridge the virtual- and physical divide by letting customers earn virtual rewards to use in the world. This breaks the boundaries between virtual and physical world and reinvent the way of engagement and rewards with promising business results.

Brand: HSBC Credit Card
Client: The Hongkong and Shanghai Banking Corporation Limited
Agency: Wunderman Thompson
Language: English

2021 GOLD

Small Business Drive

How do you sell a car built for urban exploration in a city where there's little left to explore? Lexus needed to launch the UX — a tiny SUV built for urban exploration. But the world's most expensive property market pushed interesting places to the brink. 'Small Business Drive' connected drivers craving to explore with small businesses waiting for discovery. A personalised test-drive drove prospects to hidden gems that matched interests. The innovation put Lexus into a top 3 market position and was opened up for other brands to join.

Brand: UX
Client: Inchcape Group
Agency: TBWA Hong Kong
Language: English