Mastercard seeks to boost local spending with 2025 lucky draw campaign

Mastercard has unveiled its "2025 Golden rewards lucky draw" campaign (大派上上「簽」) , aiming to incentivise cardholder spending and drive increased retail sales through the distribution of over HK$4 million spending credits in prizes via year-round monthly and quarterly draws.

Building on the success of the "Grand rewards lucky draw" campaign in late 2024, this year’s initiative represents a significant expansion in scale with an extended campaign period and increased spending credit incentives.

Speaking at a campaign launch event, Helena Chen, senior vice president and general manager, Hong Kong and Macau, Mastercard, said the company has continued to see a steady rise in the spending volume of multi-currency debit cards and the number of such cards in circulation in Hong Kong since 2019, underscoring the importance of this market for Mastercard. 

Furthermore, over 80% of in-person transactions in the Asia Pacific are now contactless, with ‘Tap on own device’ transactions rising from 2,000 per month in late 2024 to over 5,000, according to Chan. In November last year, OpenRice became the first master merchant in the region to adopt this solution in its mobile app, enhancing the consumer experience.

“In launching this year’s expanded lucky draw campaign, Mastercard aims to benefit both consumers and local businesses, injecting fresh stimulus to support Hong Kong’s economy,” Chan said. 

The campaign is supported by various Mastercard merchant partners, such as Emperor Watch and Jewellery, Exhibition Group, LUBUDS Group, Openrice, PS GROUP, RentSmart, Sino Group, Trip.com Group, Yiu Wing Live Company and YOHO. Chan told MARKETING-INTERACTIVE during a media interview that the measurement of return on investment (ROI) is the same as last year’s campaign, and the participation of merchants and banks is why Mastercard decided to launch this initiative, which is expected to resonate with Hongkongers.

“This year's campaign builds on last year's experience, giving us confidence that it can help increase local consumer spending in Hong Kong. Meanwhile, travellers will have five times the chance to win in the lucky draw. We hope that they will use Mastercard while travelling and continue to spend in Hong Kong upon their return,” she added. 

The combination of quarterly and monthly lucky draws aims to provide cardholders with more chances and more frequent opportunities to win various prizes, boosted by Mastercard’s extensive acceptance network covering merchants across sectors such as daily necessities, retail, F&B, residential rental, and transportation. Mastercard cardholders can use their eligible Mastercard cards during the campaign period to qualify for entry, with no pre-registration required.

The quarterly lucky draw runs from now until 30 June. Automatic entry is granted for any transaction made with an eligible Mastercard. Each eligible transaction earns chances to win: five chances for overseas transactions and 10 for Hong Kong dining transactions. Prizes include HK$388,888 for one winner, HK$128,888 for another, HK$38,888 for one, five winners of HK$8,888, and 52 winners of HK$3,888 each. Meanwhile, the monthly lucky draw is ongoing until 30 June 30, with 200 winners receiving HKD$888 in spending credit each.

To promote the campaign, Mastercard has released a video on its Facebook and Instagram pages, encouraging consumers to use their Mastercard to automatically enter the lucky draw. Chan added that starting this week, there will be bus body ads, taxi ads, out-of-home (OOH) advertising, and collaborative promotions on merchants' social media accounts.

“Reflecting the market developments and cardholder needs, we consistently seek more innovative ways to bring partners together and nurture an ecosystem that benefits different stakeholders. Between 2020 and 2024, we worked in partnership with issuers to launch or revamp over 70 consumer and commercial card programmes,” Chan said. 

Don’t miss: Ant Group and Mastercard expand partnership to facilitate inbound travel to China

Back in July last year, Mastercard and Ant Group expanded the International Consumer Friendly Zones programme to Chengdu and Chongqing with 12 Alipay+ overseas partners.

Building on the initial rollout in Beijing, the programme expanded to Guangzhou and Shanghai in early 2024. Meanwhile, Chengdu and Chongqing secured spots among the top 10 inbound tourism destinations in the first quarter of 2024, according to the release. The initiative aimed to facilitate inbound travel to China.

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