UnionPay Premium-Reimagined

Overview

UnionPay International (UPI) is an electronic payment platform that provides secure card transaction services. UPI aims to raise awareness for its premium product range—the Diamond and Platinum cards. The cards feature a variety of benefits for the affluent; offering golfing, travelling and shopping privileges.

Challenges

UnionPay International had difficulties reaching its target audiences. Most of its target audiences are users of the other well-established payment platform brands. Hence, being a new player, this group of target audience did not understand or know of UPI’s brand. UPI would have to differentiate its premium product positioning while keeping it relevant to attract its target customers.

Campaign Concept

The campaign was conceptualised to associate the UPI product to the various luxurious lifestyle aspect that is relatable to the audiences. The concept merged various elements of well-heeled lifestyles to symbolise the breadth of privileges the product offers. The designs crafted on an elegantly dark background that exudes mystery and sophistication. A gold-coloured typeface was chosen to present the apt headline that reads “Premium-Reimagined”, alongside a body copy that offers the benefits of the product.

Solutions

Adwright planned and created a highly-targeted product awareness campaign in mediums tailored for the affluent audiences.

First, research was conducted to identify what attracts the intended audience. A plethora of high-lifestyle magazines and websites were analysed thoroughly to understand the mindset of the consumer and what motivates them. The research led to the examination of different aspects of lifestyle that arouses the desire of affluent audiences. The results indicated a common theme of opulent activities such as fine dining, golfing, travelling and lounging; they were found to be the most relatable.

Components
  • Brand Communications
  • Brand Education
  • Advertising
  • Copywriting
  • Media Channels Recommendation
  • Press and Magazine Advertising
  • Digital Marketing
  • Poster Design
Concept adaptations on Print and Digital Platforms 

The concept resulted in three visuals that displayed the various aspects of affluence to represent the product’s benefits—dining with golfing, lounging with travelling, and shopping. One of the visual displays a wine glass being mirrored with a golf ball, symbolising the complete affluent experience from golfing to dining that the product offers.

The campaign concept was advertised on physical lifestyle magazines that cater to affluent audiences such as Prestige, The Peak, Business Times and Golf Vacations. The concept was also adapted on digital platforms like Google Display Network, Facebook and web banners on luxury lifestyle websites.

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