Who is the right image ambassador? We cannot afford to hire a celebrity or movie star in short run. In the long list of candidates, we finally choose Mr. Xia Boyu, who is near 70 years ago!

Why such an old man for a fintech company? Mr. Xia Boyu, was a former member of China’s national mountaineering team who climbed Mount Everest a few times. Xia, accidentally lost his legs due to a frostbite in 26, only to save his teammate. He managed to recover from a cancer disease with continued body exercises in 45; and in the age of 62, he won two world champions of the Paraclimbing World Championships, becoming the oldest footless climber in the world. He failed many times, but never gave up, which touched the whole country with his spirit. The story itself can be the best content of social platform Wechat.

In the campaign, we reached the young and active Internet users through Wechat’s Friends and our official Wechat sites, reached some high-end offline people through online reports and the charity event.

.The TVC’s first edition was first shown on video channel of QQ.com on August 18, 2016, and in a week it reached 100,000 hits and the total hit was 157,000. Then we reedited it and released the second edition on the same platform on September 9, 2016, and the visits were exploding greatly. The final hits reached over half a million.

With H5 and posters online, it has brought continuous communications and discussions. The overall view volume hit over a million.

CCTV channel 1 (Integrated Channel) and 5 (Sports Channel), People's Daily, Xinhua News Agency, Beijing TV, Travel Satellite TV and Global People magazine and top websites come to report the event, reaching hundreds of millions of people.

For the average group, we reach them through online websites and social platform; for the high-ends ones, we join in the awarding ceremony organized by People’s Daily, and China International Charity Forum. Our charity efforts to encourage the disabled and people in hard times proves to be a big success as the event was chosen as the only winner on charity by a fin-tech company, which shows China’s newly established fin-tech industry has a strong sense of social responsibility. All these help reach the company’s business targets.

After this event marketing, the company’s brand image rose dramatically, while its Baidu search index and official website visits reached a record high, from less than 100 to over 300. It also won a few creative marketing awards in 2016 and 2017, making Qianbao Finance “The most creative advertiser” by IAI.