Lowe China has premiered its latest work for Alipay, which has clocked up 11 million views in its first few days – a major achievement for a campaign for a financial services brand.
“Financial Services campaigns aren’t known, anywhere in the world, for their 'shareability’ or indeed, ‘likeability’" said Kitty Lun, Chairperson at Lowe China. “But not in this case. The excellent storytelling skills and local cultural insights of Lowe China’s CCO Norman Tan has seen ‘Key Auntie’ clock up over 11 million online views in its first few days. A phenomenon, even in a country as highly populated as China.”
‘Key Auntie’ tells a touching story of trust and integrity. It successfully communicates the values of Alipay, breaking away from the norms of Chinese advertising. Financial services advertisements are usually little more than blunt, practical price comparisons and service descriptions - ‘Key Auntie’ has changed the game in China. It takes a more gentle and skilled approach to the sector, leading with a beautifully told story that many people will recognise from their own lives.
View the spot below:
Lowe China has been in partnership with Alipay for some time now.
Chief Creative Officer: Norman Tan
Creative Director: Frank Zhao / Zeng Qiang
Copywriter: Frank Zhao / Cherry Wang
Art Director: Zeng Qiang / Kidd Zhang
Agency Producer: Connie Chua
Client Service: Eva Hu / Zemi Chen / Emily Shen
Production House: Phenomena Co Ltd, Thailand
Director: Littichai Siriprasitpong (Thay)
Cinematographer: Darius Afshar Shan Bin Abdul Karim
Film Art Director: Wittaya Boonvitichot
Production House Producer: Tichakorn Baimorakote / Songkran Klindee
Music Production House: Cine Digital Sound Studio, Thailand