UnionPay - Chill Out Your Way - Cloud Object Storage ... · debit card payment services for global cardholders and ... Guided by the theme “UnionPay Chill Out Your Way, ... HARD

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UnionPay - Chill Out Your Way The South China Morning Post – Marketing Solutions

Submission for INMA 2016 Best marketing solution for an advertising client


CAMPAIGN UnionPay Chill Out Your Way campaign

DURATION 19 Oct - 10 Dec, 2015

LOCATION Lan Kwai Fong, Central, Hong Kong. A highly popular and renowned wining and dining lifestyle destination.

Client

UnionPay International. It provides credit card and

debit card payment services for global cardholders and merchants.

Powered

by The South China Morning Post – Marketing Solutions

Campaign Details

ORGANIZER: POWERED BY:


Challenges

UnionPay is:

Relatively less popular than competitors such as VISA,

Master and American Express

Perceived to be a card mainly for China market and

cardholders from mainland China

Relatively weak in popular spending seasons in Hong

Kong


1. Strengthen acceptance of UnionPay credit

cards and debit cards at targeted merchants

2. Drive card usage from local and international users in Hong Kong

3. Build stronger relationship with aspirational biz

partners for long term collaborations

4. Leverage on the event to generate brand

awareness & let the global brand platform

goes live

Objectives


Strategy

• Create a strong association between UnionPay and inspiring

dining and wining experience in Hong Kong, to target local

audience & international tourists.

• Underlying rationale is to permeate the campaign with UnionPay’s global platform “UnionPay Your Way” - brand

essence of providing cardholders with convenient payment

service at shopping, catering and entertainment places to

facilitate own choice of lifestyle.

UnionPay Global Platform


Strategy

Format-

HAPPY HOURS A delighting moment

across

Location-

LAN KWAI FONG A hip area with an edge appealing across various

segments of customers

Campaign communication platform-

To chill out in your own style with friends and to enjoy even happier hours at

Lan Kwai Fong with UnionPay Card


- Print Ad - Online Ad - Event website

- Billboard - Taxi body - Bus shelter - MTR poster on wall - Mobile display car with Pop-corn giveaway

Supported by Integrated Marketing

Part 1 - UnionPay exclusive

food & beverages offers Part 2 - UnionPay VIP Party

Campaign executions

Guided by the theme “UnionPay Chill Out Your Way, Even happier hours at Lan Kwai

Fong”, two campaigns were created with the support of integrated communication


Promotion period:

Date: Mon- Thur, during 19 Oct – 10 Dec, 2015

Time: Happy Hours (minimum 3 hours)

Offer: Special wine and dine privileges

Part 1 - UnionPay Exclusive F&B Offers

Partnered with 14 of the trendiest bars and restaurants in

Lan Kwai Fong offering a wide range of wine and dine

privileges exclusive to UnionPay cardholders*

Outlet partners

(*UnionPay debit card and credit cards with card number starting with 62)


Special point of presence items placed at the 14 outlets to highlight the campaign and promotion offers

Standee at merchants front door @ AGAVE , ZINC, BLOOM

Poster, leaflet and tent card @ ROCKABILLY, HARD ROCK CAFE

Part 1 - UnionPay Exclusive F&B Offers


VIP party location: Hard Rock Café, Lan Kwai Fong Time: 12 November, 2016, 16:00- 18:30, Happy Hour Capacity: 130+ guests, including over 60 bank executives (director or above) as well as celebrities & 40 bloggers.)

Speech delivered by Carlson Li, General

manager of UnionPay.

Mocktail demonstration by Joe Villanueva,

renowned bartender who represented Hong

Kong at Chivas Masters 2014 in New York.

Launch ceremony officiated by representatives from

UnionPay, SCMP Group and merchant partners.

Guests were invited to mix their own cocktails in Mixology

Session. Dart Game and Beer Bong Table for guests to try their luck with over 100 prizes given

away including airport lounge coupons.

A promotion van was parked outside the venue,

with promoters distributing popcorn and leaflets.

From Nov 17-23, over 3,300 pop-corn and leaflets

were distributed.

CUSTOMIZED INTERACTIVE GAMES

Part 2 - UnionPay VIP Party

A private party was held to engage influencers with the aim of spreading the use of UnionPay cards to the mass market.


To build strong brand presence and enhance campaign awareness through

print media mix including: print ad, post event coverage and advertorial.

Print Ad @ SCMP City Session Post Event Coverage @ SCMP City Session

Advertorial

Integrated Marketing - Print Media


To engage our target customers and deepen their understanding of the promotion

details through digital items - eDM, e-banners, social media and website.

Event Website @ SCMP.com

Facebook and Weibo newsfeed Splash ad @ SCMP mobile – IOS & Android

E-Banners

E-banners @ SCMP.com

Integrated Marketing - Online Media


To build mass campaign awareness and heighten visibility across high traffic areas

through outdoor media channels including mobile display car, billboard, subway on-

the-wall posters, taxi wraps and bus shelters.

Mobile display car Billboard in Lan Kwai Fong

Poster @ Central subway station Taxi wraps Bus shelters in central business district

Integrated Marketing - Outdoor Media


Results

Increased UnionPay card acceptance & transactions

40% more than the expected number of

outlets joining UnionPay payment platform

71% growth in the number of the 14 outlet

partners using UnionPay after the campaign

42 % of the outlet partners track an increase in

the no. of transaction during campaign

period

85 % of the outlet partners are satisfied with the

campaign and all of them are willing to

join again.


Estimated ad value generated by media coverage: HKD$363,677

HKCommercial Daily Sing Pao

Total circulation: 660,123

Results

Wide coverage in major print and online media that

heightened UnionPay visibility

Three weekly

East Week The Sun Wen Wei Po SCMP


UnionPay - Chill Out Your Way The South China Morning Post – Marketing Solutions

Submission for INMA 2016 “Best marketing solution for an advertising client”

Documents

UnionPay - Chill Out Your Way - Cloud Object Storage ... · debit card payment services for global cardholders and ... Guided by the theme “UnionPay Chill Out Your Way, ... HARD