Online payment services provider Alipay and Ogilvy & Mather Advertising/Shanghai have partnered to launch a new digital campaign comprised of a series of humorous online video ads that introduce Alipay’s one-click daily payment functions, including bill pay for mobile phones, utilities, credit cards as well as splitting checks amongst friends.
The videos show how Alipay simplifies routine payment transactions and makes them hassle-free. In the first of the three videos to be launched, titled “Spouse,” a wife and young daughter theatrically chase after the husband who has left in a taxi to pay his credit card bill. The taxi driver explains how the husband could have just used Alipay to conveniently pay his credit card bill online instead. Two additional videos which will be released later also have exaggerated plotlines that illustrate real life situations where people encounter stressful scenarios when paying their bills. All the stories end with a bystander pointing out how the characters’ problems could have been more easily resolved by paying through Alipay’s easy-to-use payment system.
Ms. LIU Feng, Marketing Director of Alipay, said, “We love the creativity behind the ads and how they are shot in the style of high-quality movies that captivate viewers as the drama unravels into a surprising twist at the end.”
“Consumers and businesses already use Alipay while shopping online but many are not familiar with their additional offerings that can solve a wide range of individual payment problems,” said Mr. YUAN Yong, Managing Director of O&M Advertising/Shanghai. “With this in mind, we created this series of short and entertaining online video ads that are perfect for reaching today’s web-savvy consumers in China.”
The new campaign airs online in mainland China on video-sharing sites including Youku, Tudou, QQ, Ku6 and Sohu and on social networking sites including Sina Weibo and Qzone through the end of October 2012.
To watch the drama unfold: http://all.vic.sina.com.cn/gx/
Project title: Alipay Business Image Communications Digital Campaign
Brief: Expand consumers’ knowledge of Alipay’s additional payment functions
Creative Agency: Ogilvy & Mather Advertising/Shanghai
Managing Director: YUAN Yong
Group Creative Director: Thomas Zhu
Creative Director: Bamboo Zhuang
Art Director: Koko Huang
Copywriter: Kiddy Wang
Group Account Director: Shining Gao
Associate Account Director: Cissy Shen
Account Executive: Steve Fan
Agency Producer: WU Xiaolong
Director: LI Weiran
Production House: Shanghai Yingding Advertising Ltd.
Exposure: Videos online and on LED screens in buildings