CLIENT
PayMe by HSBC
Jaslin Goh, Head of Marketing, Design and Customer Experience
Sonia Li, Product Marketing Lead
Ariane Fong, Marketing Manager
Jack Lee, Strategic Design Lead
Ken Pang, Senior Designer
Michael Alan Bell, Lead Digital Copywriter
Anthea Chan, Digital Sub Editor
Joanne Wong, Digital Marketing Manager
Janice Luk, Digital Copywriter
Tracy Tsoi, UI/UX Designer
AGENCY
Buji Ng, Group Creative Director
Chevy Ho, Associate Creative Director
Connie Ho, Chief Strategy Officer
Daniel Huang, Associate Planning Director
Dino Man, Business Director
Connie Ho, Business Director
Keniz Cheng, Associate Creative Director
Jo Wong, Senior Art Director
Judy Yong, Associate Creative Director
Leroy Cheng, Senior Copywriter
Karsten Ngai, Account Director
Veronica Wong, Associate Strategist
Eve Chan, Associate Strategist
Timothy Chau, Strategist, Web 3
Emily Yip, Content Designer
Tatiana Le, Senior Copywriter
Kevin Chan, Web Designer
Cheryl Wan, Account Director
Munhoe Tung, Executive Creative Director
Debby Wong, Account Director
Ada Wong, Project Manager
Scarlett Liang, Project Executive
Paul Wong, Associate Director, Emerging Technology
Manchung Law, Team Lead, Technology
Ken Kwit, Senior Developer, Technology
Ritter Chak, Solution Consultant
Fei Wong, System Analyst, Technology
PHD Hong Kong
Lawrance Cheung, Managing Partner
April Wong, Associate Planning Director
Mandy Cheng, Assistant Planning Manager
SUMMARY
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.
