UnionPay: Go For Gold

Card issuance is only the start for a payments network; the business case depends on usage. UnionPay wanted to acquire card users and encourage existing ones to purchase locally, internationally and through e-commerce with UnionPay credit cards. The company briefed Ruder Finn Era with the incentive campaign idea and asked for the full mechanism and execution of every activity, from the teaser period through to the close of the campaign, with purchase volume as the measure that mattered.

Ruder Finn Era designed Go For Gold as an integrated campaign in which every channel fed the same behaviour: spend, keep the receipt, upload it. The team ran the events, PR, social media management and photography, and developed a microsite that made participation simple.

On the microsite, uploaded purchase receipts were automatically categorised by channel, local, international or online, and the system generated the winner shortlist, removing manual work and making the competition transparent. The teaser phase built awareness, the campaign period drove uploads, and social engagement kept the incentive visible throughout.