Safety leads curiosity to a better world in campaign for Alibaba’s Alipay via DDB Shanghai

DDB Shanghai recently launched a campaign for Alibaba’s Alipay to promote its safety and international image and to strengthen users’ confidence in e-commerce and online transactions.

Over the past few years, Alipay has made significant investments in innovation to make its security system seamless. But how to enhance consumers’ trust towards the brand?

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Instead of solely emphasising its strength in technology and safety, DDB’s creative solution evolved from the concept of Alipay’s security and human insights. The campaign focuses on the theme ‘Safety Leads Curiosity to A Better World’, Alipay’s mission and the core values of the campaign.

To deliver the message of the campaign, DDB worked with an international crew made up of Chinese and western cast. The TVC was shot overseas and captures two western adventurers exploring in the wild. The internationally crafted TVC is in alignment with Alipay’s ambition to become a global player.

“DDB’s campaign idea resonated well with the client from the word go. The video is now on all the prominent online TV channels. Reviews and impressions are also mounting up on various social media platforms,” said Twelve Tang, Vice President of DDB China Group.

The Alipay safety campaign is a milestone for Alibaba at a time when they are expanding into the international market. The TVC is also a successful example of promoting a Chinese local brand on an international level.

Adams Fan, Executive Creative Director at DDB Shanghai said, “Topics concerning human nature are magnificent and significant. Talking about safety from a human and philosophical perspective, manifests Alipay’s vision and mission, and aligns with DDB’s ‘People First’ culture. It is not just an advert, but the output of social culture and values, something we all share and look up to.”

Credits –

Editor: Bear