Alipay launches new digital campaign for its easy-to-use payment system

The videos show how Alipay simplifies routine payment transactions and makes them hassle-free. Titled “Spouse”, the first of the three videos has already aired online in mainland China on video-sharing sites including Youku, Tudou, QQ, Ku6 and Sohu and on social networking sites including Sina Weibo and Qzone through the end of October 2012.

Two additional videos which will be released later also have exaggerated plot lines that illustrate real-life situations where people encounter stressful scenarios when paying their bills. All the stories end with a bystander pointing out how the characters’ problems could have been more easily resolved by paying through Alipay’s easy-to-use payment system, which can be used to pay bills for mobile phones, utilities and credit cards, as well as split checks amongst friends.

“Consumers and businesses already use Alipay while shopping online, but many are not familiar with their additional offerings that can solve a wide range of individual payment problems,” said Yuan Yong, managing director of O&M Advertising/Shanghai. “With this in mind, we created this series of short and entertaining online video ads that are perfect for reaching today’s web-savvy consumers in China.”

Credits
Project title Alipay Business Image Communications Digital Campaign
Client Alipay
Brief Expand consumers’ knowledge of Alipay’s additional payment functions
Creative Agency Ogilvy & Mather Advertising/Shanghai
Managing director Yuan Yong
Group creative director Thomas Zhu
Creative director Bamboo Zhuang
Art director Koko Huang
Copywriter Kiddy Wang
Group account director Shining Gao
Associate account director Cissy Shen
Account executive Steve Fan
Agency producer Wu Xiaolong
Director Li Weiran
Production house Shanghai Yingding Advertising Ltd.
Exposure Videos online and on LED screens in buildings