Background

Situation: As China’s the first Internet-based bank, WeBank boasts a certain brand awareness. However, there exists a certain distance between its users since it’s an online bank. User attention is also limited and brand engagement is difficult. Through collaboration with multiple artists, WeBank built a space that allows consumers to experience a pleasant lifestyle and deliver its brand idea of “Better Banking Better Life”. The event allows consumers to feel the brand’s values and realize brand-user interaction and experience. Objective: WeBank wants to break the inherent "cold" image of banks, make financial services more humane, deliver WeBank's brand image and experience of "inclusive, connected, and better banking", and strengthen the brand's role and existence.

Describe the creative idea (40% of vote)

WeBank, China's first Internet bank, wants to be ubiquitous with users, while also communicating with users in a tangible way. As an Internet-based bank without a physical store, WeBank created a space interface, venue, experience platform, allowing users and brand can have tangible interaction and exchange. This time an exhibition is the format to carry the task. The “All We Love” exhibition displayed family-related items and reflected items we love in a better life. Because of Chinese people's attachment to family, the family contains our feelings for home. It also serves as a bridge, allowing the warmth of the family to be passed on from generation to generation. As we enter the Internet age, some virtual and even abstract "family treasures" begin to appear, and we have more types of household belongings than any previous generation.

Describe the execution (40% of vote)

To create an immersive experience for users, the exhibition was executed in 4 phases ① WeBank teamed up with 11 artists and opened the exhibition in China’s culture center Beijing (Oct 20 - Nov 20, 2019), economic hub Shanghai (Dec 4 - 8, 2019) and emerging technology city Shenzhen (Dec 1 2019 - Jan 3 2020), presenting audiences a full picture of artists’ treasures in a new angle. ② Considering young people’s habits in viewing exhibitions, artist and IP derivative products are sold inside the exhibition hall. In this way, audiences can take the warm and entertaining experience back home. ③ Online exhibition hall was also set up on We-Chat mini program. ④ WeBank also produced a documentary featuring exhibition preparation process and artist interview. The documentary was released on various online media (Douban App, portal website, Sina Weibo, WeChat and etc).

List the results (20% of vote)

Instead of increasing service sales, the purpose of the campaign was to increase brand popularity. Therefore, specific impact on business would not be calculated. The exhibition attracted over 200,000 audiences in total (Beijing over 60,000, Shanghai over 100,000 and Shenzhen over 40,000). Over 100 media covered the exhibition. On WeChat public account platform, 28 news feedings generated over 100,000 readings. Exhibitions in Beijing and Shenzhen achieved a total of 268,000,000 exposures. The topic “All We Love” on social platform Sina Weibo achieved over 96,000,000 views (as of January 2020).