豚積財富願成社 — CreFIT Lunar New Year
A licensed moneylender, a category nobody warms to, and the most family-oriented week of the year. We answered with a capybara and a shrine.
End-to-end creative ownership. Event idea, booth design, merchandise design and production, on-site mechanic — every layer of the activation built in-house.
The world. Anchored on Capi, CreFIT's existing capybara mascot — Capi — CreFIT's capybara mascot — arrived at the exact moment the internet had collectively decided capybaras were the most calming creatures alive. Conceived the activation as 「豚積財富願成社」(The Capybara Wealth Shrine) — a full-scale Japanese-style shrine installation, deployed at both Victoria Park and Flower Market, Hong Kong's two highest-traffic Lunar New Year fair destinations.
The mechanic. A Fortune Wheel on the booth floor. A free HK$100 cash coupon redeemable via on-site QR scan that funnelled visitors straight into app registration. A Capi 金運御守 + Lucky Coin gift-with-purchase that turned a moment of play into both a sign-up and a re-engagement hook for the next visit.
The collectables. Designed and produced a full Lunar New Year merchandise line built to live past the festival:
Capi plushes in four themed costumes
CAPI 袋袋平安 plush bag charms in four float-ring variants.
Six original 御守 amulets with Cantonese wordplay
金蛇豚拜利是封
The community layer. Wove the Guide Dogs Association partnership across the merchandise — plush Labradors of certified guide dogs, dedicated tote bags, the charity gift box. Extended the brand into community territory and gave parents something to teach their kids about while they queued.
毛孩巾巾導盲盒
also tote bags
branded helium balloons
Thousands of new registered CreFIT app users during the 7-day festival window, with coverage from major HK lifestyle media. Transformed a functional lending app into a Lunar New Year community moment — and proved a moneylender can earn affection without disowning what it does.
