Not hiding the offer in small print—turning it into a summer proposition people wanted to join.不把优惠写成一行小字， 把它变成整个夏天都想参与的生活提案。
One consumer benefit and campaign system aligning communication for banks, merchants, and cardholders across many summer occasions.以“你的夏天，银联来报销”统一银行、商户与消费者三端沟通。
CASE 65案例 65
The recorded design portfolio confirms the campaign proposition and multi-touchpoint delivery; public use remains subject to client and asset authorization.公司在册项目材料
The recorded design portfolio confirms the campaign proposition and multi-touchpoint delivery; public use remains subject to client and asset authorization. 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
The same payment program had to feel simple to consumers, workable for merchants, and flexible enough for partner banks to preserve their own priorities. More information could obscure the main benefit; more partners could fragment the campaign into unrelated messages. The program needed a strong but adaptable parent idea.同一项支付活动，要让消费者觉得简单、商户愿意配合、合作银行又能保留自己的业务重点。 信息越多，越容易让主利益点失焦； 合作方越多，越容易产生各说各话的碎片。 项目需要一个足够强、又足够开放的母概念，承载不同消费品类与合作伙伴。
02
The decisive insight关键洞察
Lead with what summer could give the consumer, then explain how UnionPay made it available. 'Reimbursed' turned an abstract discount into an easy, familiar sense of getting something back, while Light Up the Holiday created room for dining, shopping, travel, and other extensions.先说“这个夏天能得到什么”，再解释“怎样用银联得到”。 “报销”是消费者熟悉的词，它把抽象优惠变成一种清晰、轻松的获得感； “点亮假日计划”则为餐饮、购物、出行等不同场景提供延展空间。 一个负责抓住注意，一个负责承载整场行动。
03
The core idea核心创意
Use 'Your Summer, Reimbursed by UnionPay' to establish one immediate benefit, then build a visual and information system that could hold many summer wishes, partner rights, merchants, and routes to participation.01 用一句话建立统一利益点 “你的夏天，银联来报销”同时包含季节、对象、品牌与利益，减少促销传播中冗长的解释成本。 02 让主视觉容纳多种夏日愿望 主KV及系列延展把支付权益放入真实生活想象，帮助消费者先看到“我想做什么”，再进入具体活动机制。 03 为银行与商户留出合作接口 银行合作稿、商户合作稿与终端物料沿用统一母题，同时根据不同权益和场景调整信息层级，使联合营销既统一又可扩展。 04 把传播导向参与 线下广告、传播视频与公众号活动相互承接：先以高识别表达获得注意，再以规则和入口推动查询、到店与支付。
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
用一句话建立统一利益点
02
让主视觉容纳多种夏日愿望
03
为银行与商户留出合作接口
04
把传播导向参与
01
Compressed the season, audience, brand, and benefit into one campaign line.
02
Designed the master and extended visuals around recognizable summer wishes before explaining individual offer mechanics.
03
Created adaptable bank and merchant materials that preserved partner information without breaking the campaign identity.
04
Connected outdoor advertising and campaign video with WeChat rules and entry points to support inquiry, store visits, and payment.
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
形成“点亮假日计划”与“你的夏天，银联来报销”的核心传播组合；
02
完成主KV、系列延展、银行合作、商户合作、线下广告、传播视频及公众号活动等多触点交付；
03
同一创意框架可以适配多类消费场景与多方合作关系。
01
The recorded portfolio confirms the core combination of Light Up the Holiday and 'Your Summer, Reimbursed by UnionPay.'
02
Delivery included a master key visual, extended visuals, bank and merchant collaboration materials, outdoor advertising, campaign video, and a WeChat activity.
03
One creative framework was adapted across multiple consumption occasions and partner relationships.
What this proves它证明什么
Why this case matters案例价值
The design portfolio shows one benefit hierarchy and identity system carried consistently across consumer, bank, merchant, outdoor, video, and WeChat touchpoints.这个案例展示了明通如何围绕“优惠不只要被看见，更要成为人们今天就出门消费的理由。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
