The Campaign

This short film is adapted from cardholders’ true stories, which helps to build up authenticity and create a better resonance with the audience. We selected four key incidents from different stages of life, where credit card plays an important role of being supportive to the cardholders, including welcoming a new life, going to study abroad, getting ready for marriage and facing death. These key moments are the ones that are very common for the mass, but crucially important for an individual. In this short film, all the four leading characters have PINGAN credit card by their sides, to provide support, financially and emotionally, when they are faced with these incidents, feeling at loss or vulnerable.

Creative Execution

The timeline of this campaign is from May 21, 2018 to June 11. It started on PINGAN’s owned media on Weibo, wechat and its app, which achieved at reaching its core users at first. Collaborations with KOLs started posting soft texts to generate the mass’s attention to discuss about the emotional value conveyed through this short film. Short afterwards, major leading authoritative media such as the Xinhua News Agency and the Southern Weekend joined the conversation to praise the positive energy brought by this campaign, which pushed the conversation to a climax. Throughout the campaign, we arranged OOH advertisements to interact with online activities to add exposure, which covers more than 40 major cities.

The campaign has earned more than 250 million social impressions (113% more than KPI). Contents posted through the brand’s owned media received more than 250,000 PVs, more than 1000 comments and 2000 likes on the first day. All social contents’ PV exceeds 40 million. As a topic on Weibo’s top-discussed rank, it collected 130 million impressions and generated 17000 conversations. The short film received more than 70 million views (140% more than KPI). These 4 stories in the short film generated more than 73000 conversations (200% more than KPI). This campaign has been selected as sample case by trade media such as socialbeta, Adquan, and so on.

This branding short film is adapted from PINGAN credit cardholders’ real stories, in order to reflect the authenticity of consumers’ experience. Our target audience is 25-40 years old male and female locates in top tier cities in China such as Beijing, Shanghai and Guangzhou. We chose to utilize Weibo and wechat (two of the most influential social media in China) as platforms and used interactive methods such as interactive clicks or events to generate consumer’s real stories to build effective communication. We also has chosen Wechat moment advertisement as a medium and targeted user in more than 20 major cities for precise exposure. Traditional media coverage have included more than 40 cities, especially the top tier ones, which led attention back online to build up the momentum.