Most China now faces such situations: Most of the post-90s young people tend to buy products of fashionable design that can show their strong attitude.

Therefore, most of them prefer foreign brands to domestic ones.

Futhermore Chinese financial brands have mostly serious and traditional brand images.

In the era of Internet, with the offline contacts gradually reducing, the brands have made more distant with the youth.

We launched “FunMakeLab”, the first culture and creative brand in Chinese financial industry, and then designed the hobbies in Guochao style, a fashion style incorporate Chinese traditional style and culture.

By doing so, we Integrated the elements of fashion into the brand of CMB, and increased the brand touch points.

“FunMakeLab" is an essential part of CMB's brand strategy, aiming at making the brand younger and culture more touchable. Through designed the hobbies in Guochao Style(a fashion style incorporate Chinese tradital style and culture).

By doing so,we integrated the elements of fashion into the brand of CMB, youngsters can have a deeper emotional exchange with CMB 's. The diffidculty of this campaign is not only product design, but also how to launch the first product at the right moment.

After considerations, CMB chose to use the 70th anniversary of the founding of PRC, the time when patriotic feelings* rose to peak, as the best communication start of "FunMakeLab".

Step1. The first group of “FunMakeLab” hobbies, T-shirts and baseball caps with the copies as “The Treasures of the Motherland”,“Overwhelming Beauty” etc. were sold online on China National Day. We achieved a crossover branding communication from political affairs to fashion in the campaign.

Step2. We launched a light interactive short video on WeChat. The users could watch the video after drawing a “M”(brand logo) in the opening animation.

Step3. A pop-up store opened in Shanghai, which attracted so many young people waiting in line to experience and interact with us and our product.

Step4. We invited a newly up-rising rapper, FOX to compose a new song named “A Prosperous Age” for the campaign. By doing so, we achieved a crossover culture communication from traditional culture to popular culture.

The budget range of the whole communication campaign is between 5 million and 6 million.

All the hobbies were sold online on China National Day.it had sold out within 1 hour,and activated millions of users of CMB APP. This campaign also achieve business and culture cross-boundary win-win.

The song received 21,772,000+ plays on Tik Tok and 40,000+likes.

The hash tag #FashionBrand by CMB # on Weibo received over 240,000,000 readings in 7 days and its popularity remained high online.

20 days of communication, total exposure of 280 million and a total click of 3.02 million.

By means of cultural contacts, "FunMakeLab" made the CMB’s brand image younger and achieved a perfect IMC campaign.