Octopus Hong Kong partners with VTubers to promote Octopus Mastercard to Hong Kong teens

Octopus Hong Kong is appealing to teens in a new campaign for its prepaid card, that looks to leverage the influence of VTubers. Developed by DDB Group Hong Kong, the campaign promotes the ability to use the card for any and all online purchases, connecting with target consumers in the digital world they are so accustomed to, yet can have a hard time spending in.

The Octopus Mastercard is a reloadable virtual prepaid card that can be downloaded via the Octopus App and easily added to Apple Pay or Google Pay. Essentially a substitute for a credit card when making both online and in-store payments, the Octopus Mastercard will inevitably appeal to those not yet of credit card age, but spending plenty of time (and money) online. Mobile games purchases, food delivery orders and online shopping will all be easily achievable, without the hassle of “borrowing” a credit card…, or the responsibility of any debt.

The campaign has enlisted four popular Vtubers, Mya, Rumi Ikisaragi, Tsukishima Cross and Hasuki Aoi, all creators of engaging video content for the teen target audience. They may be anime characters but their level of influence is considerable, together offering an accumulated subscriber base of almost 100,000 people.

Whilst using VTubers as a marketing channel is not entirely new, never before has a campaign so comprehensively included curated VTuber livestream content, tailormade merchandise and ecommerce offers. Each VTuber will introduce and promote the Octopus Mastercard via their weekly live streams, directing them to online shopping platform Flying Milktea, where exclusive products will be available for Octopus Mastercard users, as well as 10% discount on all other purchases.

Rita Li, Sales and Marketing Director at Octopus Hong Kong, said, “Hong Kong teens have grown up with Octopus and Octopus Mastercard will enable another online payment option for them. We are excited to be offering this prepaid Mastercard for Gen-Z users as they gain increasing financial independence through their teens.”

Felix Fong, Head of Digital at DDB Group Hong Kong, commented, “It is always exciting to take brands to new digital environments, and we knew that for both this audience and this product we needed to be online. It was important to find a way to show them the benefits of this virtual card, without encroaching too much on their time, space or enjoyment. I think partnering with the VTubers and Flying Milktea felt a really new and interesting proposition and yet, a natural fit for all.”

The campaign will run for 4 weeks, with weekly promotional live streams during the campaign period.

Credits
Octopus Hong Kong Ltd.
Sales and Marketing Director: Rita Li
General Manager, Sales and Marketing: Peter Miu
Deputy General Manager, Sales & Marketing: Andrew Li
Senior Manager, Sales & Marketing: Kammy Cheung
Manager, Digital Marketing: Amy Chong
Marketing Assistant: Boo So
Agency Side:
Chief Creative Officer: Frankie Fung
Group Creative Director: Christine Lai
Creative Director: Cola Chan
Senior Copywriter: Lim Leung
Senior Art Director: Ruth Wong
Art director: Avis Chan
Head of Strategy: Adrian Tso
Senior Strategist: Nicole Lee
Head of Digital: Felix Fong
Managing Partner: Koman Ko
Senior Account Director: Keefe Ho
Senior Account Manager: Cham Cham
Account Executive: Danny Yung
Head of Studio: B Ng
Artist: Nelson Fung