CHINA UNIONPAY

Pay without Opening Any App

Tian Yu Kong
Shanghai, 2018

Launched

Break into China’s app-based QR code dominated mobile payment market.

THE BRIEF

As the only debit and credit card issuer in China, China UnionPay aimed to disrupt Chinese consumers’ ingrained habit of using app-based QR code payment (Alipay and WeChat Pay) and switch consumers to its Mobile QuickPass (a.k.a. smartphone wallets like Apple Pay and Samsung Pay) by adding a debit or credit card to the phone.

THE IDEA

In our first series of OOHs, we wanted to admit the fact that it’s hard to change a habit by riding on the social meme of “No, you don’t” that people use to express the difficulty to hold back a certain impulse.

Our second series of OOHs emphasized on the compatibility of Mobile QuickPass with every smartphone brand, by contrasting with the annoying fact that most of the smartphone accessories are deliberately made incompatible across different brands.

(Sadly, Apple refused to join the family shot.)

OVERVIEW OF THE WHOLE CAMPAIGN

The above two sets of OOHs are under the umbrella of our multi-channel campaign that emphasized one single biggest difference of Mobile QuickPass and positioned it as a whole new way of mobile payment—pay without opening any app.

LAUNCHED BY

Creative Agency:
Chief Executive Officer: Billy Deng
Chief Creative Officer: Haibo Huang
Creative Director: Charles Xu
Creative Group Head: Nan Yi
Senior Art Director: KD Ma
Senior Copywriter: Jason Zhao
Art Director: Fan Yang
Art Director: Iris Jiang