UnionPay is a Chinese financial services corporation that provides banking and card transaction services. UnionPay International (UPI) is a subsidiary that focuses on international business of UnionPay. UPI provides secure cross-border payment services to the world’s largest cardholder base and ensures convenient local services to global UnionPay cardholders and merchants. 


In Singapore, UPI was overshadowed by other established financial services competitors, and consumers were less aware of their existence. Even if people have heard of UnionPay, some misunderstood UPI as an exclusive payment gateway in China. Hence, it was important to localise UPI and accentuate UPI’s identity as an internationally recognised payment gateway.


Adwright localised UPI’s brand with the use of various media platforms to reach out to Singaporean audiences. With Adwright’s strong business acumen and knowledge in multiple media fields, several advertising and marketing campaigns were run across 2016-2018 with the use of out-of-home media, social media and other channels to boost UPI’s brand presence in Singapore.

  • Brand Consultancy
  • Brand Localisation
  • Brand Management
  • Brand Communications
  • Press and Magazine Advertising
  • Point-of-Sale and Digital Marketing
  • Marketing Campaigns Formulation
  • Media Channels Recommendation

Adwright has built a stronger brand presence for UPI and localised UPI as a brand in Singapore ever since its appointment as UPI’s preferred partner in marketing and advertising. The outstanding use of out-of-home (OOH) advertising in two marketing campaigns also led to Adwright being nominated as a finalist in both the Marketing Excellence Awards 2017 for “Excellence in OOH Advertising” and the MARKies Awards 2018 for “Best use of OOH.”

“The payment landscape in Singapore is saturated with a wide range of payment options, products and services. As a relatively young brand, UnionPay is constantly localising our brand to win over the hearts of consumers and businesses alike. Into our third year with Adwright Communications, we are happy to have a stellar team where conversations and ideas are effectively translated into targeted brand messaging and compelling visuals across multiple media platforms.

This allows our brand to connect better and on a deeper level with the local consumers. Thank you Adwright Communications, for all the hard work and dedication.”

Alvin Chia
Regional Brand & Communications Manager
UnionPay International Southeast Asia



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