In today’s competitive marketing scene, consumers seek personalised experiences over generic discounts. The Club’s latest “Reward Your Moments” campaign transforms loyalty and rewards into a living part of everyday life, filling a critical gap in Hong Kong’s loyalty market.
Unlike traditional programmes that rely solely on points and promotions, The Club forges meaningful connections by weaving rewards into the daily rhythm of its members. The campaign introduces experiences across four distinct lifestyle pillars—mirroring Hong Kong’s vibrant, round-the-clock energy:
- 5AM CLUB: Celebrates dawn with wellness, promoting a healthy lifestyle and body-mind balance.
- 7PM CLUB: Unwinds after a busy day with exquisite dining and entertainment.
- 11PM CLUB: Embraces late-night leisure with online gaming and streaming entertainment.
- HK CLUB: Discovers the unique charm of Hong Kong through local travel, concerts and events, and immersive experiences.
To bring these themes to life, The Club has enlisted popular local artistes – Stanley@MIRROR, Lyman, Yoyo and Marf@COLLAR – as campaign ambassadors. Each represents a lifestyle pillar, featured across 360° marketing channels, including TV commercials, social media, digital and out-of-home platforms.
Targeting over four million Club members as well as local residents and global visitors, the campaign brings together more than 4,000 popular items with discounts up to 60% off—from fitness courses and bike rentals to shopping vouchers, electronics, gaming accessories and dining offers during the promotional period until 15 February 2026. Extra Clubpoints rewards and shopping discounts are offered at over 30 brands. Offerings of local brands and products are also introduced to inbound visitors through WanderJoy, HKT’s cross-border rewards programme in collaboration with leading mobile operators across Asia-Pacific. These rewards are tailored to the four pillars, creating a club for personal enjoyment and deeper connection to Hong Kong’s lifestyle.
Built on the concept of “Loyaltainment”, The Club integrates gamified elements in the campaign to boost awareness and drive participation.
Ahead of the campaign launch, a five-week programme ran from mid-November to December 2025, allowing viewers of King Maker VI to scan and earn Clubpoints during broadcasts, building anticipation toward the new campaign through TV commercials and special point rewards.
As the campaign kicked off in early January 2026, a series of programmes have been rolled out to boost awareness and drive engagement. Launched on 12 January, the three-week Scratch Rewards programme encourages members to log in to The Club app regularly. Members receive three scratch cards weekly, with chances to unlock rewards such as Clubpoints, flagship mobile phones, electronics, event tickets and dining privileges -all dynamically tailored to the four pillars, reinforcing the campaign’s position to provide rewarding experiences to its members across different lifestyle needs.
The Club also bridges online engagement with offline discovery. Until 15 February, members can earn 20 Clubpoints by scanning event-exclusive QR codes and completing the required steps at participating physical stores.
Beyond engagement, the campaign delivers tangible business value for merchants by driving traffic, boosting sales and enhancing visibility. As part of its broader B2B2C strategy, The Club leverages its AI-driven and digital advertising capabilities to help local brands reach the right audiences with greater precision – from lifestyle-based targeting to dynamic product recommendations and short-form shoppable content.
To further close the gap between consumers and merchants, The Club has refreshed its website and app interface that surfaces local offers and products based on lifestyle intent.
Leveraging AI-generated content, The Club produces diverse promotional creatives, especially short videos that showcase products in everyday scenarios, empowering merchants with dynamic, high‑reach storytelling. This taps into the rising demand for snackable content, where brands are seamlessly integrated into users’ daily entertainment.
Members now see short video product illustrations the moment they open The Club’s website or app. With one‑click jumps from video to product pages, The Club shortens the path from browsing to purchase, making the shopping journey more seamless, intuitive and engaging, while connecting merchants with the right audiences and unlocking new growth.
Moving forward, The Club will continue to aggregate products and experiences that resonate with the Hong Kong lifestyle, especially local performance and events. With “Reward Your Moments” as the motif, The Club is building a connected lifestyle ecosystem that celebrates Hong Kong’s culture while creating values for consumers and merchants alike.
This article is done in collaboration with The Club.