Alipay has appointed Lowe China to create a campaign that communicates the corporation’s mission. Lowe won a pitch in the first quarter, which also included Ogilvy & Mather in the final round, but has only recently finalised the contract with Alipay.
“Lowe China was chosen because they understand our mission deeply and it was the agency to capture our essence in a memorable communication that is easily understood by the consumers,” said Alipay's marketing director Sunny Ma.
Kitty Lun, chairman and CEO of Lowe China, explained that product advertising and user education are not a high concern as Alipay already has a huge penetration in the online payment section. "The client has a strong vision in CSR and how they could contribute back to the society, that’s our main task in the upcoming corporate branding initatives.'
With its retainer contract, K-Boxing has engaged Lowe China in a medium and long-term relationship for a serious brand building exercise. It is hoping to push its success in tier two and three cities to the tier one cities in China.
Among all the agency presentations, president Zhongxin Hong considered Lowe’s proposal "spot on".
“Our founder emphasised the importance of ‘focus’," he said. "As a corporation, we have not deviated from that philosophy and we have been focusing on producing and perfecting menswear. Lowe obviously understood this and it reflected in their presentation. I am very happy to have a partner that has such mutual understanding.”
“It’s been very exciting in the past few months and our teams are working on such a diverse group of clients,” said Lun, “but we are even more excited about the opportunity to work with such wonderful clients and the potential that they bring.”
