Aspire launches food-inspired OOH campaign in HK

Singapore-based fintech company Aspire has unveiled its latest out-of-home brand campaign in Hong Kong, taking over trams, buses, MTR stations and digital billboards across the city featuring a tagline "0% fees. Make every dollar count."

Taking inspiration from Hong Kong’s renowned food culture, the campaign uses striking visual metaphors to show how transaction fees quietly "take a bite" out of business revenue. The creatives reinforce Aspire’s philosophy that business finance should fuel growth rather than erode margins through transfer fees and hidden charges.

It also underscores the company’s long-term commitment to 0% fees on FPS transfers — not as a promotional offer, but as a fundamentally different approach to business finance.

The campaign, which is currently running across Hong Kong trams, buses and over 20 MTR stations and digital out-of-home screens is part of Aspire's continued investment in Hong Kong following two years of rapid growth. Since entering the market, the company has grown 3.3x, as more startups and SMEs move away from legacy banking infrastructure and fee-heavy alternatives in favour of a modern financial platform built for growing businesses.

"For too long, businesses have been told that fees are simply the cost of doing business. We think it's time to challenge that assumption," said Andrea Baronchelli, co-founder and CEO of Aspire. "Business finance should help companies grow, not quietly erode their margins. With this campaign, we're encouraging businesses to rethink what they should expect from their financial partner – and why they deserve to keep more of what they earn."

"Business owners spend countless hours looking for ways to reduce costs and improve efficiency, yet one of the biggest opportunities is often hiding in plain sight – transaction fees," said Javier Valero, country head, Hong Kong at Aspire. "This campaign shines a spotlight on those hidden costs in a way that's uniquely Hong Kong. If it prompts more businesses to question why they're paying fees in the first place, we've achieved what we set out to do."

Headquartered in Singapore, Aspire’s financial stack integrates FX, cards, yield and credit with essential business tools like accounting, payroll and spend management across 16 currencies, supported by more than 10 international licenses across Singapore, Hong Kong, Australia, Europe, the United States and Canada.

MARKETING-INTERACTIVE has reached out to Aspire for more information. 

Don't miss: Aspire unveils brand refresh as it expands global financial platform

This comes after the brand refreshed its identity to reflect its evolution from a corporate card provider for startups into a broader financial platform for modern businesses. The company said the refresh marks its next stage of growth as it expands across Asia Pacific, Europe and the Americas, following its recent launch in the United States.

The new identity introduces a sharper visual system built around clarity, confidence and usability for globally minded businesses. It spans Aspire’s typography, colour palette, photography, illustration style, motion system, product interface and website experience.

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