TBWA Hong Kong revamps MoneyBack’s rewards platform with Hins Cheung as spokesperson
MoneyBack, one of Hong Kong’s largest and most trusted rewards platforms, has teamed up with TBWA Hong Kong to launch a new branding campaign designed to reintroduce its enhanced platform and expanded offerings to users. In a market where rewards programs are traditionally seen as the final step in the shopping process, MoneyBack is flipping the script.
The newly enhanced platform encourages users to explore rewards before making their purchases, transforming the way consumers plan their shopping experiences. The revamped app features an improved user interface (UI) and user experience (UX), and an impressive network of over 200 partners across a variety of categories. By putting rewards front and centre, MoneyBack empowers users to make smarter, more rewarding decisions—whether they’re shopping for groceries, planning a trip, or treating themselves to the latest fashion.
This marks a pivotal moment for MoneyBack, as the platform evolves from its roots in the AS Watson Group—encompassing brands like ParknShop, Watson’s, and Fortress—to a more diverse array of rewards categories, including fashion, sports, travel, and entertainment, becoming Hong Kong’s most rewarding loyalty platform. As part of this evolution, MoneyBack actively supports local communities through its “Neighborhood Treasures” Campaign, which invites small shops across Hong Kong’s 18 districts to join for free as partners. By offering Offline plus Online (O+O) promotion and exclusive consumer discounts, the campaign not only generates exposure for local businesses but also provides MoneyBack members with more diverse and delightful shopping experiences, further boosting local consumption.
The campaign, created by TBWA Hong Kong, highlights MoneyBack’s expanded features but also redefines how rewards programs can integrate into consumers’ daily lives. The tagline, ‘易搵易賺 易賞錢,’(Find it. Earn it. Get MoneyBack!) emphasizes the ease and joy of finding, earning, and redeeming rewards through MoneyBack. The campaign inspires consumers to see the app as more than just a tool for collecting points—but as a gateway to smarter, more exciting shopping experiences.
A key element of the creative strategy was selecting Hins Cheung as the campaign’s official spokesperson, a decision carefully crafted to resonate with MoneyBack’s diverse target audience, spanning Gen Z to baby boomers. Hins Cheung, a beloved personality known for his wit, charm, and relatability, embodies the smart, playful, and approachable spirit of the MoneyBack brand.
“Our goal was to reimagine how MoneyBack fits into the everyday lives of Hong Kongers,” said William Chow, Creative Partner at TBWA Hong Kong. “Hins Cheung was the perfect choice to deliver this vision. His ability to connect with audiences across generations, paired with his fun and lively personality, allowed us to craft a campaign that feels fresh, engaging, and relatable.”
As part of the campaign, Hins Cheung performs the new MoneyBack theme song and introduces a signature 👌🏻 gesture—a fun and memorable symbol designed to create a strong connection with the brand. Through his unique blend of humor and approachability, Hins guides users on a journey to unlock the full potential of MoneyBack’s rewards, ensuring that earning and saving with the app feels both easy and enjoyable.
The campaign will be delivered across a variety of media touchpoints, including:
• TV commercials (TVC)
• Out-of-home (OOH) advertising
• Social media platforms
• Online and digital channels
• In-Store Presence Across 468 Locations (The campaign will have a strong in-store presence in ParknShop, Watson’s, and Fortress stores across 468 locations in Hong Kong. The MoneyBack theme song, performed by Hins Cheung, will play in-store, creating a lively and engaging shopping environment. Point-of-sale materials (POSM) will also be prominently displayed to raise awareness of the revamped platform and its expanded offerings.
Credits
Strategy Team: Terence Ling, Emmy Ip
Creative Team: William Chow, Chris Cheuk, Winnie Leung
Account Servicing Team: Kenard Chui, Kelsey Wong, Christy Chan
Production Team: Tomson Chow, Hang Wong, Joey Yeung