Challenges for OCTOPUS HK

• Increased competition during the second stage of consumption voucher distribution: With the entry of new payment platforms and the option for users to switch collection platforms, OCTOPUS HK faces heightened competition in attracting customers.
• Targeting Gen Z and younger users: OCTOPUS HK aims to capture the interest of younger demographics by positioning Octopus as their preferred CVS collection platform. To achieve this, they highlight the advantage of a spending limit of up to HKD$3,000, encouraging users to make purchases ranging from affordable items to high-end luxury goods.

 

Challenges for the Video Production Process

• Acquiring actual pedestrians with Octopus App and appropriate spending amount: The video production process faces a high threshold in finding real-life pedestrians who are willing to participate in the videos and also possess the necessary spending amount on their Octopus App
• Acceptance of raw and unpolished video style by Octopus HK as their key promotion medium: Octopus HK, as a brand, may encounter challenges in embracing a raw and unpolished video style as their primary medium for promotional content. This preference might require adjustments and approvals within the organization.

 

Objectives

• Reaching out to a younger audience: The primary objective is to engage and connect with the younger demographic, effectively capturing their attention and encouraging them to consider OCL as their preferred CVS payment platform.
• Enhancing awareness of the benefits of using OCL: Another goal is to educate potential users about the advantages and convenience of utilizing OCL for their payment needs. This includes highlighting features such as a higher spending limit and the ability to make purchases ranging from affordable items to luxury goods.
• Building the brand to differentiate from government-offered payment options: Octopus HK aims to establish a strong brand presence that stands out from other payment alternatives provided by the government. This involves creating a distinct identity, showcasing unique features and benefits, and fostering a sense of trust and reliability among users.

 

Our Role

• Our team actively participated in every stage of the work process, from ideating the strategy to implementing and converting the campaign.
  • Initial stage: Proposal on campaign strategy & idea
  • Executional stage: Visual Design& Content Creation
  • Exposural stage: Media planning and Ads placing

 

Strategies for the OCL’s CVS 2.0 campaign

• Rejuvenating Octopus Image as Youthful and Fun: Collaborating with emerging content creators @gaugaugaupost a series of engaging social viral videos with 6 topics were created to breathe new life into the brand image of Octopus HK.
• Strategically Targeted Interest Topics: A series of videos explores 6 main topics, such as Family Life, Dream Chasing, and Car Fans. This intentional approach strategically hones in on the varied interests of young audiences, effectively addressing their specific desires and needs. By delivering precisely tailored content that resonates with their individual interests, the campaign aims to seize their attention and drive meaningful engagement with utmost precision.
• Soft and Authentic Promotion: Street interview videos were used to subtly showcase the practical usage of Octopus, particularly in collecting and utilizing government consumption vouchers. This approach indirectly encourages the audience to choose Octopus card as their preferred collection platform.
• Social Media-centric as a Core Strategy: By collaborating with popular social media influencers and adopting a social-friendly style, tone, and manner, the campaign strategically caters to the preferences of younger users. This not only expands the market reach but also effectively infiltrates the younger audience.

 

Highlight of Content

• Incorporating the Iconic "DOOD" Sound of Octopus Card: While maintaining authenticity, we have seamlessly integrated brand elements into the overall campaign. At the beginning of each interviewee's scene, we have incorporated the distinctive "DOOD" sound, enhanced the brand image and reinforced the usage of Octopus Card.

 

The Sparkling Spots

What makes the project / campaign outstanding?

• The Style of Authenticity: We maintained authenticity by inviting creators to record videos in their original style, without making additional changes, and capturing random passers-by on the street. This allowed us to capture genuine initial reactions from interviewees and create a non-staged atmosphere in the videos.
• Curiosity Provocation: By spontaneously asking passengers to show their Octopus purchasing history on the spot, viewers catch a glimpse of pedestrians who have installed the Octopus App and their recent purchase history, all presented naturally without artificial setups. This approach sparks curiosity among viewers, ensuring their continued engagement with the videos.

 

The unique and/or special part(s) of the mechanism

• Significant Impact of Short Video Format: The utilization of short video format played a crucial role in driving overall viewership. The short-form social videos aligned with the viewing habits of modern audiences who prefer concise and easily digestible content.
• Categorizing Interviewees based on Purchasing Behavior: By categorizing all interviewees according to their purchasing behavior, we effectively showcased the diverse usage of Octopus Card and its versatility.

 

Any essential element(s) that help brands to gain attention from the public?

• Collaborating with gaugaugau, an emerging content creator: As a popular figure on Instagram, gaugaugau's unique production style stood out and their dedicated fan base ensured a guaranteed viewership from our target audience, specifically the younger demographic in Hong Kong.

 

Result

• Achieved an impressive total of over 1,000,000 impressions, with each video averaging around 235,000 impressions.
• The video campaign consisting of 5 videos has accumulated an outstanding 500,000 views in total.
• Each individual video has garnered over 100,000 views