Beijing Dentsu + Shanghai Pudong Development Bank force customers to wait 8.5 years
According to Chinese zodiac, 2018 is the year of the dog. Every year, brands in China integrate zodiac animals on their products as a symbol of good fortune, especially bank brands. Shanghai Pudong Development Bank wanted to leverage on this occasion to promote an investment product. But how do we differentiate our dog-themed product from other banks in 2018, the year of the dog?
In China, there’s only one national training center for guide dogs – The Dalian Guide Dog Association – and the waiting time to own a guide dog is up to 8.5 years. Beijing Dentsu’s idea was to integrate a social cause with the promotion; by creating an investment product that commits a portion of sales to help train more guide dogs.
To express the idea and create awareness about the guide dogs, Beijing Dentsu pulled off an on-ground bold stunt that no bank would ever normally attempt – by forcing customers to wait for 8.5 years. Instead of attending to them, they dispensed queue tickets with a waiting time of 8.5 years. This bold stunt revealed the shocking fact to customers and led them to learn more about the investment product. A viral video of customers reactions was launched on popular social platforms, triggering social conversations that drove more people to invest with the bank.
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