Background

In the summer of 2021, the Hong Kong Government announced a Consumption Voucher Scheme (CVS), offering $5000 to all 7,000,000 permanent residents that can be added to one of four ePayment options: Octopus, Alipay, WeChat Pay and Tap&Go. While Octopus was more ubiquitous in Hong Kong, competitors were catching up in terms of usage. The Octopus was more known for its physical NFC-enabled card, mainly used for transport and small purchases, while its competitors were popular for their eWallet apps. More importantly, these eWallets offered deals that Octopus could not match. As a campaign the entire city of Hong Kong was bound to participate in, it was imperative that Octopus defend its leader position, or lose out to it's competitors for good.