SICAF China Union Pay Brief
I worked with Coco Dawson and Claire Tauro to create a campaign for China Union Pay. We created 'The Talk', a comedic approach to promote the China Union Pay card to parents (aged 40-55) school exchange students We used humour to tackle our insight that 'parents can find it difficult to discuss finances with their children'. We were required to created a minimum 190 second TVC.
OOH Billboards
WeChat Sponsored Post
Television Commercial
PR Activation
We created a pop‑up activation in Shanghai malls to target parents of exchange students while they shop together. Inside a dedicated “We Had The Talk” room, families can sit in private booths to discuss study abroad safety and money matters, supported by UnionPay staff who answer questions and guide sign ups. Each participating family receives drinks, information, QR codes and a $10 pre‑loaded UnionPay card.
The activation creates a physical, interactive touchpoint that builds brand awareness and confidence, while the hashtag #wehadthetalk encourages shared and earned media. By giving parents a space to have an important conversation, and a community to share it, UnionPay gains organic promotion without paid incentives.
