Award: CAMPAIGN AWARDS \ C22. Integrated Marketing

When ICBC and MasterCard launched a new credit card called “Fendou”, they knew that getting sign-ups was going to be tough. Firstly, mobile payments have become ubiquitous in China rendering credit cards largely irrelevant. Secondly, “Fendou” in Chinese means to struggle, fight or strive. It’s a term most people in China are familiar with but don’t feel warmly about. Why would anyone want to sign up for a credit card that means “struggle”? Using real, inspirational stories, we reframed “Fendou” from a word more associated with difficulty, into a sentiment that produced a groundswell of positivity. The campaign saw people coming together to share stories of passion, determination and motivation. The result? 10 million cards were issued– a record not set by any bank in China in five years. More importantly, it empowered people to dream big and encourage one another. And that as Mastercard would say – is priceless.