BACKGROUND

Ping An Pu Hui, offering P2P online loans, wants to educate the market on the usage of their products leveraging on the brand positioning, “Trust Loan”.  

 

IDEA

80% of Pingan Pu Hui’s customers are male, WE developed the creative idea “Rescue Men’s Pain” because of the tremendous financial pressure for men in China. WE aroused social buzz by using a series of viral videos by different professionally generated content via social media, together with other social tactics such as HTML5 games and advertisements in paid media. 

 

RESULTS

A large number of stories were generated by consumers in a short time, showing resonance to the idea.