Ping An Pu Hui

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.