As the partner network grows, the campaign must still feel like one brand—not one more poster.当合作方越来越多， 最重要的不是增加一张海报，而是让整场行动仍像一个品牌。
One integrated system helping banks, merchants, device brands, and consumers communicate the same action in their own contexts.用一个整合系统，让银行、商户、终端品牌与消费者在各自场景中说同一件事。
CASE 67案例 67
The recorded case portfolio confirms the integrated expression and delivery scope; material volume does not establish consumption growth.公司在册项目材料
The recorded case portfolio confirms the integrated expression and delivery scope; material volume does not establish consumption growth. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
A festival intended to stimulate consumption, support merchants, and communicate the brand must make macro value and specific offers work together. A public-benefit message alone could feel abstract; isolated product discounts could obscure UnionPay's role in connecting the payment ecosystem. A large volume of partner materials also had to preserve one core message.一项同时承担消费促进、商户支持和品牌沟通的节日，必须让宏观价值与具体优惠同时成立。 只讲“惠民”，容易显得空泛； 只讲单品优惠，又会失去银联作为支付平台连接生态的角色。 更大的挑战是大量合作物料仍需保持主信息一致。
02
The decisive insight关键洞察
Position UnionPay as the engine starter: connecting resources, activating occasions, and making each partner part of the action. The engine creates visual ideas of movement and coordination, while 'support merchants, benefit consumers' states clearly who the action serves.把银联放在“启动引擎”的位置：连接资源、激活场景、让每个合作方都成为行动的一部分。 “引擎”既指向消费活力，也提供了动态、启动和协同的视觉想象； “助商惠民”则清楚交代行动对象与价值方向。 概念有战略高度，也能落到每一张产品和商户物料。
03
The core idea核心创意
Establish the 62 Festival's master identity first, then use short video and product animation to speed understanding, give banks and merchants structured space within the same system, and extend the festival into social expression and partner relationships through IP content and gifts.01 用主KV建立节日总识别 总视觉先确立62节的核心符号、层级与行动感，为不同品类、不同合作方提供稳定母版。 02 用短视频和单品动画提高理解速度 03 让合作方既被看见，又不拆散品牌 12家银行合作海报、商户物料和手机厂商内容保留各自业务信息，同时共享62节核心识别与利益主线。 04 用IP与礼盒增加温度和传播寿命 62主题IP表情与“月光宝盒”等内容，为金融传播注入轻松感，也让活动从即时促销延伸到社交表达和伙伴关系。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
用主KV建立节日总识别
02
用短视频和单品动画提高理解速度
03
让合作方既被看见，又不拆散品牌
04
用IP与礼盒增加温度和传播寿命
01
Created the master key visual and information hierarchy as a stable template for different categories and partners.
02
Used short video and single-product animation to make individual offers easier to understand.
03
Adapted the same 62 Festival identity across posters for 12 banks, merchant materials, and mobile-device brand content.
04
Developed 62-themed IP expressions and a campaign gift box to add warmth and extend the campaign beyond immediate promotion.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目形成“重振引擎·助商惠民计划”整合表达；
02
同时覆盖商户、手机厂商、宣传视频与礼盒等触点；
03
多方合作内容保持统一的节日识别与传播主线。
01
The recorded portfolio confirms the integrated expression 'Restart the Engine: Support Merchants, Benefit Consumers.'
02
Delivery spanned merchant and device-brand materials, campaign video, animation, IP content, and gift boxes.
03
Partner content retained a consistent festival identity and communication line.
What this proves它证明什么
Why this case matters案例价值
The portfolio demonstrates the coordination complexity of applying one campaign system across multiple partner and content types.这个案例展示了明通如何围绕“一场消费节真正要启动的，不只是优惠，而是一整套协同消费的引擎。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
From a main key visual to complete store, training, promotion, and battle report materials, Meantime provided agile, consistent annual design services to ensure every marketing action quickly reaches the retail floor.从一张主KV到一整套门店、培训、促销和战报物料，明通用敏捷且一致的年度设计服务，让每次营销动作都能迅速进入终端。
美的冰箱事业部生意增长与品牌从小做到大品牌增长与年度传播
Midea Refrigerator DivisionBusiness Growth and Scaling BrandsBrand Growth and Annual Communication
Grand opening traffic is fleeting. Meantime leveraged local lifestyle content, cross-platform influencers, and dual trending topics to turn Panyu TEEMALL from a new address into a must-visit landmark.开业流量只有一次。 明通以本地生活内容、多平台达人与双话题引爆，把番禺天河城从一个新地址，做成一座值得立刻到访的新地标。
番禺天河城生意增长与品牌从小做到大整合战役与节点营销
Panyu TEEMALLBusiness Growth and Brand ScalingIntegrated Campaigns and Node Marketing
A layered trust system using television, newspapers, major portals, and search to make new concepts visible and understandable.金融平台、影视项目和水上飞机枢纽机场看似毫不相同，却面对同一个上市传播难题：市场不了解、公众缺少判断依据、发布会热度转瞬即逝。 明通用电视、纸媒、门户与搜索构成多层公信力，让新概念被看见，更被看懂。
企业新业务客户生意增长与品牌从小做到大事业增长与品牌定位
Business LaunchTrust CommunicationsMedia Relations
