The Ask
PayMe, the well-established eWallet in Hong Kong, is widely used for peer-to-peer (P2P) payments, allowing individuals to easily transfer small amounts of money to friends and family. In an effort to expand its person-to-merchant (P2M) offerings, PayMe has chosen to launch a city-wide activation during the festive season of Chinese New Year. The activation aims to drive users’ spending at merchants, educate users on its merchant footprint, and recruit new users to the platform.

The Result
Building on the growing trend of digital "laisee", Mirum has created an augmented reality (AR) experience for users to celebrate Chinese New Year in a unique and fun way. By scanning QR codes on PayMe ads across the city, users can access the campaign site and participate in an AR game, draw a fortune stick, get a fortune blessing from PayMe MasterMeow, and potentially win a lucky laisee or a limited-edition NFT. The website was designed for scalability, flexibility, and a short user journey to maximize conversions.

The campaign received unprecedented responses with over 40,000 eagerly participating during the first 10 minutes of launch. During CNY, over 900,000 total users engaged with us to grab rewards. The innovative approach has successfully added excitement to traditional holiday customs and brought joy to PayMe users.

Client: PayMe by HSBC
Task: UXUI, Art Direction