Octopus, a widely used payment method in Hong Kong, has partnered with DDB Group Hong Kong to launch “Octopus Go” – a new brand platform marking “a new era of accessibility,” with Mobile Octopus now also available on Android.
Anchoring a new campaign is “OOTD” (“Octopus of the Day” / “Outfit of the Day”), a Gen Z pop anthem shaped by Octopus transaction data – its melody and beat reflecting the rhythm and energy of the city.
Created by Oscar Lee and Jacky Yu, and performed by Ian Chan and Marf Yau, the song debuted through a dance challenge and is now live on all major streaming platforms.
“Octopus Go is a platform that lets us stand for the social energy and mobility of Hong Kong people,” said Jaslin Goh, Director, Marketing, Communications, and Data at Octopus.”With enhanced fintech features and broader reach, our goal remains making life easier for everyone in Hong Kong.”
Octopus has transaction data that offers a rich perspective on Hong Kong consumer behaviour, with the daily data effectively measuring the city’s movement and energy over time. With historical records adding depth to real-time insights, the data offers a continuous read on the city’s pulse and consumer sentiment for the brand. This dynamic consumer intelligence inspired the creative direction for the “Octopus Go” campaign.
The campaign is amplified by AI-generated TV and outdoor creative, social initiatives, and citywide incentives, including rebates, lucky draws, and automatic top-ups for new users. The campaign runs for the next month.
“Octopus has unique consumer intelligence at scale. Helping turn that data into a strategic and creative platform was a big opportunity for both Octopus and us as their agency,” said Andreas Krasser, CEO at DDB Group Hong Kong.
Credits
Octopus Holdings Limited
Director, Marketing, Communication & Data: Jaslin Goh
Deputy General Manager, Marketing, Marketing, Communication & Data: Andrew Li
Senior Manager, Marketing, Marketing, Communication & Data: Claire Lai
Manager, Marketing, Marketing, Communication & Data: Karen Chow
DDB Group Hong Kong
CEO: Andreas Krasser
Chief Creative Officer: Frankie Fung
Managing Partner: Koman Ko
Business Director: Keefe Ho
Associate Strategy Director: Ronald Lee
Strategist: Vincent So
Account Manager: Marco Wan
Senior Account Executive: Hazel Hui
Account Executive: Michelle Ho
Group Creative Director: Christine Lai
Creative Director: Cola Chan
Creative Director: Nelson Tsui
Senior Copywriter: Lim Leung
Assistant Art Director: Nicole Hui
Head Of Studio: B Ng
Senior Computer Visualizer: Kingkong Cheng
Computer Artist: Nelson Fung
Photographer: Ricky Lo
Agency producer: Hung Wong
Director: Q Leg (Alternate limited)
Producer: Ying Ying
