The process began with an in-depth evaluation of the market to see how UnionPay stacks up and how they could differentiate from their competitors. This was crucial, as Unionpay’s success in the Pacific region rested on their ability to convince consumers to actively choose them over providers they naturally default to.
The single-minded proposition that fell out of our strategic work – for both B2C and B2B audiences – was simple: UnionPay lets you access a whole new world of payments.
The creative direction sees the visual device of hands interacting with illustration, in both stills and videos. Symbolic of the capability, these hands – enabled through the magic of UnionPay – would interact with a fantastical illustrated world taking place within various payment methods.
We would witness scenes like ice-cream sundaes materialise out of phone screens or the tapping of smartwatches transforming an ordinary hand into a manicured, bejewelled one – all thanks to UnionPay.
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