HSBC launches PayMe UnionPay card on Apple Pay with evolved PayMeow

HSBC has launched a new integrated campaign to introduce the PayMe UnionPay card on Apple Pay, featuring a refreshed creative platform led by the evolution of PayMe’s mascot, PayMeow.

With the tagline “PayMe levels up! Tap to pay all over the world!” (PayMe超進化 | 一Tap畀得快，Pay到全世界), the campaign is done in collaboration with media agencies OMG Hong Kong and Dentsu X, along with creative agency Hungry Digital.

Built around the idea “PayMe levels up”, the campaign aims to express that PayMe is now faster and more convenient than ever. The new feature enables users to add their PayMe UnionPay card to Apple Wallet for fast, secure, contactless payments worldwide — reinforcing PayMe’s role as an everyday payment app for both local and overseas spending.

Furthermore, the evolved PayMeow is no longer defined by cuteness alone, but is portrayed as powerful and lightning-fast — a single, strengthened symbol of PayMe’s readiness to keep pace with various spending moments.

The campaign is led by a 30-second hero film, launched across social platforms and YouTube. The film follows the evolved PayMeow as it moves seamlessly through everyday and travel-related spending situations, highlighting how PayMe now supports multiple payment needs without requiring users to switch apps, cards, or wallets.

Supporting the hero film are six-second bumper ads designed for high-frequency reach, with versions tailored to local and overseas payment contexts, delivering concise, impact-driven messages about speed, confidence, and contactless convenience.

The campaign features a multi-channel rollout aimed at maximising visibility and impact, including out-of-home ads on bus body wraps, seatback stickers, and 12-sheet billboards. It also incorporates digital ads on display banners across The Trade Desk and iClick Interactive, as well as in-app placements. Additionally, social media advertising will target lifestyle and travel platforms such as Weekend Weekly, U Travel, and Flyagain.la.

Don’t miss: PayMe and PARKnSHOP join hands for 'Shopping spree grand prix' campaign

Back in August last year, PayMe launched a campaign inviting shoppers to compete for a chance to win big at the PARKnSHOP supermarket chain.

Also known as “Shopping spree grand prix” (激賞方程式), the campaign was done in collaboration with local agency CMRS Group. By crafting a compelling visual narrative and clear messaging, the campaign aimed to capture the excitement of this initiative, while reinforcing PayMe’s position as a leader in digital payments in Hong Kong.

As part of the campaign, participants could shop at any online or physical store that accepted PayMe, including those that also accept UnionPay card payments. Participants who were among the monthly top 10 spenders could take part in a one-minute supermarket sweep, where they could grab up to HK$8,000 worth of groceries at selected PARKnShop supermarkets, with costs covered by PayMe.

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