The Background / Challenge

Challenges for Octopus: 

• The electronic payment landscape is fiercely competitive, with numerous players like Alipay, PayMe, and WeChat Payme for market share
• Octopus must identify and emphasize its unique advantages to differentiate itself. A key focus is enhancing the convenience of the Octopus Business App to drive installations and user engagement

Campaign Objective: 

• Raise Awareness: Promote Octopus as a convenient electronic payment option for taxis.
• Engage Target Audience: Use an interactive game to incentivize users to identify and ride taxis that accept Octopus.
• Educate Taxi Drivers: Communicate the preference of passengers for taxis that accept Octopus, enhancing driver acquisition.
• Boost Usage: Encourage increased adoption of Octopus as a payment method in the taxi industry.

Campaign Challenges:

• Potential participants may not necessarily encounter taxis equipped with the Octopus Business App or Octopus Mobile POS. And taxi drivers often keep the Octopus Mobile POS device hidden.

The Strategy

• Incentive Mechanism: Encourage user participation by offering rewards for sharing UGC, motivating users to engage with the campaign.
• Real-Time Interaction: The chatbot activation facilitates immediate engagement, making the experience dynamic and responsive to user contributions.
• Collaborative Approach: Continuously refine campaign elements based on user feedback, ensuring alignment with audience preferences.
• Cross-Promotion with Taxi Drivers: Partner with taxi drivers to promote Octopus as a preferred payment method, creating a network that benefits both passengers and drivers.
• Social ID Binding with Octopus App: Via joining the campaign octopus will be able to collect digital footprint and create seamless integration into Octopus own data pool.

The Execution

Role of PRZIM:

• Generate social activation ideas for both consumers (passengers) and taxi drivers.
• Implement chatbots to automate interactions and enhance user experience.
• Develop engaging and cohesive content for campaign postings.
• Collect participation details and create social content for the campaign's final post targeting taxi drivers.

Execution:

• Teaser Stage: 3-4 Teaser Postings as a pre-launch of the campaign & raise awareness of Octopus Business App

• Campaign Stage: Leverage all Octopus Platforms to Reach out for Event Postings, including FB & IG Postings, Octopus App Push

• Media Page Engagement: Amplification of the campaign through collaborating with Media Page
• Sustaining Stage: Campaign recap video to strengthen the campaign

Medium used & their role within the campaign:

• Chatbot with OCR: To ensure participants are informed of their successful participation and reduce confusion, a reply will be triggered when they post an Instagram participation story about joining the game. This proactive communication will avoid participants seeking clarification from Octopus and confirm their successful entry.
• The automated Chatbot, integrated with a backend capable of capturing story content, will retain stories that disappear within 24 hours. This feature enables Octopus and PRIZM to review content repeatedly and determine the winners effectively.

The Sparkling Spots

⼋達通「請你搭的⼠」！

#呢位司機值得畀個Like

“Build the connection between Passengers & Taxi Drivers”

• User-Generated Content (UGC): The gamified campaign harnesses user-generated content (UGC) to cultivate community engagement, enabling passengers to actively share their experiences and preferences, thereby amplifying organic reach.
• OCR Chatbot Integration: The use of an Optical Character Recognition (OCR) chatbot allows for real-time interaction and efficient archiving of UGC, enhancing user experience and content retention.
• Dual Audience Targeting: The campaign effectively targets both passengers and taxi drivers, creating a comprehensive ecosystem that boosts user acquisition and brand visibility.

The Result

Social Exposure:

• Achieved over 320,000 impressions
• Over 300 Fans growth on IG platform during activation
• Over 100 Participants