's annual advertising industry event "The 26th China International Advertising Festival" was held recently in Nanchang Greenland International Expo Center, Jiangxi. China UnionPay won the "Gold Award for Branding of the Year in the 2019 Advertiser Award of China International Advertising Festival" with the case of "Festival Marketing of the Movie "Me and My Motherland"", shining with thunderous applause. The honor of
is not easy to come by. The film "My Motherland and Me" has contributed nearly 2.9 billion box office, and it is closely related to China UnionPay's three-dimensional and systematic holiday marketing campaign and its obvious results.
This time China UnionPay is not only the exclusive payment partner of the film, but also the only brand that successfully implanted the film among the 66 brands cooperating with the film. However, the intention of China UnionPay's strategic cooperation is not limited to this-choosing a story that coincides with the development time of UnionPay in the film, "planting" and telling China UnionPay's own payment story, is this China UnionPay borrowing movie " The core highlight of festival marketing created by "My Country and Me".
In fact, there are more than 7 stories in the movie "My Motherland and Me"
Everyone knows "My Motherland and Me" from 1949's "Eve" to 2017's "Convoy", 7 famous guides and more than 50 well-known actors Tells 7 classic stories of historical moments, but the actual film presents far more than these stories. Because in the following three story fragments, three additional stories are "hidden".
2008 "Hello Beijing"
2008 welcomes the Olympics. The story of "Hello Beijing" took place around the opening ceremony of the Beijing Olympics on August 8, 2008. The taxi driver Zhang Beijing (Ge You) regarded himself as a treasure. Tickets for the opening ceremony were given to the Wenchuan earthquake orphans who went to Beijing. Netizens have a high degree of agreement on Ge You's performance in the role of "Zhang Beijing", that is, Ge You played the Beijing taxi driver "live", and he is simply an authentic old Beijing brother.
In fact, this seemingly comedy story has the background of Ning Hao's usual blend of joys and sorrows. Under his lens, this "lost but often bloodied Beijing middle-aged man"-Zhang Beijing, in the reality of chicken feathers on the floor In the world, there is great love in my heart, and there is also a corner of tenderness.
On the occasion of the 2008 Beijing Olympics, there were countless "Zhang Beijing" in the capital providing enthusiastic car service to people from all over the world, showing the enthusiasm and hospitality of "Beijing Brother". The first "hidden" story happened in the taxi where Zhang Beijing and the Sichuan child (Wang Dong) met for the first time. In the car radio-"Recently China UnionPay announced that it has China's own brand of UnionPay standard credit card. The issuance exceeded 100 million copies".
The development of China's credit card industry has emerged from the opening of the economy. It is an open China that has introduced a large number of foreign businessmen. They not only brought us new technologies that were too long and backward from the world, but also brought new life concepts. , And credit card is one of the most important. After nearly 20 years of development, China gave birth to its own bank card organization-China UnionPay, and with the help of China's growing bank card industry, it has entered the stage of the international payment and settlement market.
On August 27, 2003, Nanjing Commercial Bank issued the first "62" credit card in Mainland China, and the UnionPay standard card was officially launched.
In 2008, a total of 100 million UnionPay standard credit cards with Chinese independent brands were issued.
According to the data from the UnionPay and China Bank Card Industry Development Report, up to now, China UnionPay has issued nearly 8 billion cards in total. The three-color UnionPay logo is no longer just a symbol of a bank card, but also a business card of Chinese financial institutions in the world.
2016 "Day Meteor"
"Day Meteor" mainly tells the story of the successful landing of the return capsule of the Shenzhou 11 spacecraft in 2016. This is the second time Liu Haoran has worked with director Chen Kaige. In the previous "The Legend of the Demon Cat", Liu Haoran was a white crane boy with a feathery coat. In contrast, his image this time has been greatly subverted. Even when the instant version of the teaser poster was released in August, Liu Haoran's earthy style was searched on Sina Weibo.
Through "Day Meteor", Chen Kaige aimed the camera at a pair of young wandering brothers played by Liu Haoran and Chen Feiyu. After meeting the retired director of the Poverty Alleviation Office played by Tian Zhuangzhuang, the two lost their lives quietly changed and witnessed the grassland. "White" in the fable"Day Meteor" (Shenzhou 11 spacecraft returns), the heart has been greatly impacted and baptized. The second "hidden" story happened when Lao Li (played by Tian Zhuangzhuang) put Wardler (played by Liu Haoran) and Haza When Bu (Chen Feiyu) took home, he still worried about the day when the Shenzhou 11 spacecraft returned to the cabin and landed in his heart. When he looked at the calendar-"Payment depends on the cloud flash payment."
Mobile payment since October 2017 Since the implementation of the demonstration project for convenience, China UnionPay has used the cloud QuickPass app as an important tool to create "ten scenarios". Mobile payment products such as the cloud QuickPass app and UnionPay mobile QuickPass are continuously integrating into the daily life, covering Various scenes of clothing, food, housing and transportation: bus and subway, transportation penalty, medical and health, vegetable market, public payment, campus, canteen, self-service vending, supermarket convenience, catering, etc., provide preferential and convenient payment services for the life and travel of ordinary people.
2019 The number of users of the cloud QuickPass app officially exceeded 200 million on September 5, 2015. From 100 million users to 200 million users, the cloud QuickPass app took less than 10 months, reflecting the vast number of users’ preference for UnionPay mobile payment products. Recognized. In the future, China UnionPay will work with commercial banks to further deepen the mobile payment convenience project, provide more life services through the cloud QuickPass APP, and better meet the people's needs for a better life.
2015-2017 "Convoy"
"Preparation for flight" is a special flight mission. "Convoy" is based on the unique perspective of the "preparation for flight" female pilots, based on the historical events of the military parade at Tiananmen Square on September 3, 2015 and Zhu Rihe on July 30, 2017 As a background, it tells the story of a female pilot, Lu Xiaoran (Song Jia) who prepared for a long time, but was told that she could only prepare for flight. It fully demonstrated the soldier's spirit of wronging the individual and achieving the greater self.
Song Jia, this The female pilot’s tenacious and unyielding personality is vividly displayed-the "give me the whole 8" in the plot impressed the audience, and was quickly searched on Sina Weibo after the movie was released. In fact, every one of them cannot be played behind the scenes. Ordinary people, their life stories are worthy of being discovered and written. The third "hidden" story happened when Lu Xiaoran and her boyfriend (played by Lei Jiayin) had a breakup meal, on the table card of the family restaurant-"Swipe UnionPay" Card enjoy 62% off".
This summer, maybe you have remembered the various 62% off Amway of "Su Daqiang", but you may not really understand "UnionPay 62nd Festival".
"UnionPay 62nd Festival" is a cardholder of China UnionPay Festival. The name and event date of "62 Festival" are taken from the initial number 62 of the UnionPay card number. Since the launch of the event in 2011, the "UnionPay 62 Festival" has been developed for 9 years. In 2019, the 62 Festival, users It is already possible to participate in activities through the cloud QuickPass app, more than 200 apps that support UnionPay QR code, and UnionPay mobile QuickPass such as Huawei Pay and Apple Pay. 600,000 merchants in supermarkets, convenience stores, catering, travel, and life services can enjoy discounts such as 62% off and full discounts, and many banks have hundreds of points to give back. UnionPay Festival 62 is a grand mid-year reward gift offered by China UnionPay to users. In summary, in the whole film, not only 7 classic historical moments witnessing the development of the motherland, but also 3 growth stories of China UnionPay, which developed together with the motherland, are recorded. In this way, do you understand why the movie "My Motherland and Me" has more than 7 stories? In fact, there are many clever audiences who can see these details as soon as the film is released.
China UnionPay Film "My Motherland and Me" holiday marketing project successfully concluded
In the past five years, the first echelon of the annual box office of Chinese films has always been the main theme film. However, this year’s National Day files and throughout October are different from previous comedy, action and other strong commercial films supporting the film market. The main theme film can be described as a big victory, and the film "My Motherland and Me" is undoubtedly one of them. The best of the world-seven classic historical moments and seven moving stories, which greatly satisfied everyone's patriotic emotions that were full of excitement and need to be released. The good market performance of the new theme film has further boosted the confidence of the audience and the market in the theme film.
, as the exclusive payment partner of the movie, China UnionPay is relying on Zall’s effective communication strategy—telling “China UnionPay’s own story” in the movie and through “integration” outside the movie.Marketing + National Film Screening and other multi-pronged communication, fought a beautiful festival marketing campaign; for box office and film internal and external communication performance, it was recognized by the China International Advertising Festival 2019 Advertiser Award Organizing Committee , When China UnionPay and the "Chinese Film Dream Team" joined hands for the first time, a win-win situation was achieved.
This year marks the 70th anniversary of the founding of the People’s Republic of China. The changes have been made in the seventy years of ups and downs. It is very remarkable. With the country’s prosperity, rapid economic development, and continuous optimization of the social environment, people’s happiness has gradually improved, and people’s lives have undergone more and better changes. The motherland and people are constantly striving for a new life. The hard work has also created a Chinese miracle that has been praised by the world. China UnionPay will not forget its original intention of "paying for the people", continue to cultivate the payment industry, and tell more memorable "national payment stories"
