ABOUT

PHD BANK
"The Longest Wait"
TO PROMOTE OUR NEW INVESTMENT PRODUCT, WE MADE 2018 THE YEAR OF THE GUIDE DOG AND TOLD OUR CUSTOMERS TO WAIT FOR 8.5 YEARS.

BRIEF
According to Chinese zodiac, 2018 is the year of the Dog. Every year, banks in China use zodiac animals as a symbol of good fortune. Shanghai Pudong Development Bank wanted to leverage on this occasion to promote an investment product.

INSIGHT
In China, there’s only one national training center for guide dogs and the waiting time to own a guide dog is up to 8.5 years.

IDEA
To differentiate our dog-themed product from other banks, we created an investment product that commits a portion of sales to help train more guide dogs.

EXECUTION
To express the idea and create awareness about the guide dogs, we pulled off a bold stunt that no bank would ever normally attempt - by forcing our customers to wait for 8.5 years. This bold stunt revealed the shocking fact to our customers and led them to learn more about our dog-themed investment product. A viral video of customers reactions triggered social buzz that drove more people people to invest with us.

RESULT
• SOLD OVER USD145,000 WORTH OF PRODUCTS IN A FEW DAYS
• EARNED MORE THAN 140 MILLION IMPRESSIONS
• REDUCED WAITING TIME FOR GUIDE DOGS