“Baidu Pay” launches kickass new digital campaign – Current New in China

Shanghai, China, April 5, 2016 — /EPR NETWORK/ — As Chinese consumers show growing enthusiasm for e-wallets, Baidu revamps their “Baidu Pay” with a new digital poster campaign. They invited Kung Fu Panda as their ‘ambassador’ to encourage consumers to use Baidu Wallet to pay for movie tickets on their phones.

To build awareness and usage amongst local netizens, Baidu Pay ‘invited’ Kung Fu Panda, Po, to parody famous film scenes. This an interesting engagement with local the internet culture of egao – that mixes and mashes together different popular culture to create a new effect.

In Baidu Wallet’s animated poster campaign – Po intrudes on famous movie scenes that are painted as in the same style as famous oil paintings of Van Gough. The campaign used animated GIFs to tell their version of famous film scenes through a HTML5 site – with famous characters being kung-fu-ed by Po as he shouts for consumers rights to “enjoy cheaper tickets”.

For us, this is a smart move for Baidu. The creative use of Kung Fu Panda in the style of local internet imagery and culture – gave the brand (a boring browser) a new sense of fun and consumer focus, by placing the product in the context of enabling experience, rather than a passive technological tool. This type of bravery is needed if Baidu is to gain share in an e-wallet market increasingly dominated by Alipay and WeChat.

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