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Scoring big with UPI at the ICC

What happens when the world’s largest card payment organisation meets one of the world’s largest soccer events? When legends meet, it’s win-win. For UnionPay International’s sponsorship of International Champions Cup 2019 in Singapore, our online-to-offline campaign scored a goooooal by combining advertising, social media and activation. Leveraging soccer fans’ passion for the sport, the campaign not only let them enjoy the games on-pitch but also play and win off-pitch.


Despite its high market share in Asia Pacific, UPI is not among the top used payment networks in Southeast Asia. To strengthen its presence in Singapore, UPI was sponsoring ICC 2019 for a 2nd year. As the official payment brand for the largest pre-season football tournament in the world, how can UPI leverage this platform to grow awareness and affinity?


An online-to-offline campaign that combined advertising, social media and onsite activation seems to do the trick. Focusing on media effectiveness and social engagement, we maximised the budget using digital as the brand’s reach driver, and social as its engagement champ.

From teaser to tactical ads, the creatives created a stir. Pundits went crazy and social media was lit. We pushed 6,000 presale tickets in just 1 week. To further fan the flames, we launched a UGC contest, and rewarded them with prizes like training passes. Local football clubs sent in club cheer videos, while fans recounted their own love stories for their favourite clubs, and showered UPI with love. On match days, the campaign swung more tactical. Onsite activation saw fan boys and girls roaming Sports Hub to incentivise downloads of UnionPay NETS Pay app. And attendees were here for it!

The campaign succeeded in driving impressive sales numbers. More than awareness, it drove positive sentiment and brand affinity: 60% recalled UPI as a sponsor, 56% found UPI more exciting, 52% are more likely to consider UPI.