China UnionPay’s sponsorship of the Shanghai ATP Masters in Shanghai was a groundbreaking event and an enormous step forward for the future of business in China. Pico were proud to assist China UnionPay in their Patron sponsorship of this world-class tennis event, and helped design a 360 degree activation to suitably brand and position the client, including advertising, events and card holder consumer activities.
Highlights of the branding campaign included outdoor advertising in airports and on public transport, press conferences and TV ads; branding at partner stores like the Guo Mei electronic supermarket, the creation of a special Weibo microsite as well as on-site branding.
We also created buzz through other channels, encouraging Premium cardholders to ‘spend more with UnionPay’ and win tickets to the Shanghai Masters, while Sports Cardholders were eligible to win sports gear. Internal voice messaging and staff and inter-bank photo competitions created excitement inside the bank and its partner organisations.
By engaging the public, cardholders, other banks, tennis lovers and even internal staff, Pico created a successful campaign which will pave crucial new ground in the field of corporate sponsorship across China.
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