RMB 1 was not a price stunt. It was the entry point that turned tap-to-pay into an action people wanted to try.一元不是价格噱头， 是让“闪付”从功能变成参与动作的入口。
A city event that gave an invisible payment technology a sound, a physical action, and an immediate sense of reward.把无形的支付技术，变成有声音、有动作、有获得感的城市事件。
CASE 66案例 66
Company case materials confirm the recorded experience mechanism and physical format; public use remains subject to client and asset authorization.公司在册项目材料
Company case materials confirm the recorded experience mechanism and physical format; 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
'Tap-to-pay is convenient' is accurate but not compelling enough to make someone attend an event. The campaign had to solve three jobs at once: attract attention from a distance, make people approach, and help them understand the product through one real action.“闪付很方便”是正确的信息，却不是足够有吸引力的传播理由。 消费者不会因为一个技术名词专程到场。 项目必须同时解决三件事：让人远距离就注意，让人愿意靠近，让人通过一次操作真正理解产品。
02
The decisive insight关键洞察
Instead of explaining contactless payment, create a moment everyone wants to touch. 'Dada' evokes the light sound of payment, while an RMB 1 auction turns product trial into a public game people can watch, join, and compete in.不解释触碰支付，设计一个所有人都想触碰的时刻。 “哒”来自支付瞬间的声音联想，短、轻、易记； “1元拍卖”则把产品体验转成一场公开、可围观、可竞争的游戏。 两者合在一起，功能、动作与情绪被压缩进一个简单机制。
03
The core idea核心创意
Use glasses-free 3D to win city attention, lower the first-experience barrier with an RMB 1 mechanism, make the payment gesture the center of an interactive installation, and extend the same action through film and merchant materials.01 用裸眼3D先赢得城市注意 成都太古里大屏承担远距离引流，以空间感画面将活动从常规金融广告升级为可驻足观看的城市内容。 02 用一元降低第一次体验门槛 极低的起拍参与成本，减少用户对新活动的判断负担，把“我先看看”推进为“我也试一次”。 03 用装置让支付动作成为戏剧中心 互动装置把轻触、出价、等待与结果串成完整反馈，让每次闪付既是交易动作，也是现场内容。 04 用商户与传播物料延长活动半径 主KV、海报、单页、商户合作稿和传播短片围绕同一动作符号展开，使消费者在到场前后都能认出活动。
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
用裸眼3D先赢得城市注意
02
用一元降低第一次体验门槛
03
用装置让支付动作成为戏剧中心
04
用商户与传播物料延长活动半径
01
Used a glasses-free 3D screen at Chengdu Taikoo Li to attract attention from a distance.
02
Reduced the first-trial barrier through an RMB 1 auction-entry mechanism.
03
Designed an installation that connected tapping, bidding, waiting, and outcome as one feedback loop.
04
Extended the activity through a master key visual, posters, leaflets, merchant materials, and campaign film.
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
技术卖点被转化为可观看、可操作、可分享的线下体验。
01
Company case materials confirm the 'UnionPay Dada' and RMB 1 Tap-to-Pay Auction experience mechanism.
02
The recorded work translated a technical benefit into an offline experience people could watch, operate, and share.
What this proves它证明什么
Why this case matters案例价值
The case materials show product understanding built into the physical action of participating, rather than added as a separate explanation.这个案例展示了明通如何围绕“让消费者理解闪付，不如先让他为一个好东西“哒”一下。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
