Alipay+
Travel with Lam
Year
2024
Services
DOOH Advertising
Social Media Campaign
Background & Objectives
During the National Day holiday, Alipay launched its "Go Abroad Shopping Festival" with Raymond Lam as the campaign ambassador. The goal was to highlight Alipay’s solutions for common pain points in overseas travel across dining, shopping, and transport. The campaign aimed to plant the idea that “Alipay is essential for international travel,” while driving awareness of special holiday discounts and encouraging habitual use.
Creative Insight
The campaign creatively aligned “Lam” (林峯) with the idea of “follow Lam on your journey,” using puns and travel metaphors to make the campaign more relatable. Each scene tackled a different pain point in cross-border payment, positioning Alipay as a solution provider for every step of the trip.
Strategy & Execution
Filmed entirely in an 8-hour green screen session in Hong Kong, the film used compositing to show Raymond appearing around the world. It followed a narrative where he “controls the progress bar of travel,” stepping in to assist users at key moments with Alipay+ solutions.
Results & Impact
Following the campaign launch during the Golden Week holiday:
Alipay’s cross-border payment transactions increased by 60%
Cross-border consumption volume rose by 120%
Use of overseas “Tap to Pay” grew by 130%
Alipay’s AI assistant Zhixiaobao exceeded 20 million interactions
Daily active users increased by 40%, driving improvements in both payment experience and brand stickiness
