Hi Five!

A Better Life

Better Banking Better Life at Each High Five

Background

WeBank, China's first privately-owned Internet bank established in 2014,
is devoted to offering underbanked individuals and SMEs with a variety of convenient
and high-quality financial services, aiming to bring its users Better Banking and Better Life.

Previous marketing campaigns shaped “Internet Bank” awareness and also effectively boosted brand reputation for WeBank. However, such advantages and impressions only exist inside the brand, among government and partners. WeBank also finds a certain distance with its users and hopes to increase brand attention and invite users in content co-creation. The brand’s 5th anniversary, which was at the end of 2019,
can be an opportunity to shift this impression and engage users in a positive and encouraging way. Our
marketing campaign is centering on solving this issue for our client.

Idea

To celebrate the 5th anniversary, we brainstormed a positive and encouraging way of expression.
“Hi 5” that implies 5th Anniversary of WeBank will mobilize the society and generate positive energy.

  • 5th anniversary

  • HI FIVE

  • HIGH FIVE

Creative

To reach as many WeBank users as possible, campaign videos and prints featured brand’s
core target audiences of different ages, occupations and lifestyles,
showing that WeBank is everywhere to empower their life.

Results
User Engagement & Social Media
On short video platform Kuaishou, WeBank kicked off
a video challenge named“Hi 5 for a Better Life” and
released memes, encouraging users to add memes in
their videos.

In 7 days

78,000

videos

21,063,000

views

Within 7 days, WeBank posted an interactive topic
#Hi 5 for a Better Life#. KOLs with millions of
followers tagged the topic and used the High Five
memes to make it a trending topic.

90,930,000

participations

3rd

of all trending topics

Online

During the 15-day online campaigning, all media exceeded original communication targets. Brand message
has been delivered to a huge amount of users, allowing them to feel the “Better” of WeBank, achieving over
409,000,000 exposures and realizing an in-depth communication for the brand.

  • In 14 days
    111,453,000+ exposures
  • In 10 days
    72,957,000+ exposures
    863,000+ clicks
  • In 14 days
    64,520,000+ exposures
    1861,000+ clicks

Roll-out on 12 channels of Tencent Group

In 14 days
64,520,000+ exposures
3,257,000+ clicks
click finish rate: 1051%
Offline

As a complement to offline user scenarios, WeBank rolled out lighting box advertisement in dense
populated traffic hubs, residential, leisure and CBD areas of Beijing, Shanghai, Guangzhou and
Shenzhen from September 5 to 29, 2019.

  • 40%

    Residential areas of high density

  • 40%

    Transportation hub main street

  • 15%

    Leisure areas

  • 5%

    CBD