UnionPay’s logo was displayed inside and outside the venue and on and off the stage
The 2014 Mnet Asia Music Awards (2014 MAMA), one of the most spectacular event in the global music industry, was held in Hong Kong on December 3. The “UnionPay Song of the Year” and “UnionPay Asian Artist of the Year”, the two biggest awards, were presented by Andy Lau and Song Seung Hun to Taeyang and EXO Band respectively. Over 10,000 spectators on the scene gave their loudest screams that night, declaring the successful closing of the 2014 MAMA title sponsored by UnionPay International.
As the sole sponsor of this event, UnionPay’s red-blue-green logo was displayed inside and outside the venue and on and off the stage. At 2:00 p.m., people began to crowd in front of the UnionPay VIP counter and fans were excited in participating in the interactions to win the Harbor City cash coupons, red carpet admission tickets and rehearsal performance tickets. After the commencement of the performance, UnionPay was especially eye-catching and became a topic among many spectators and netizens. One netizen said, “In the 2014 MAMA Ceremony, I don’t care if Chopstick Brothers have won any awards or Eason Chan’s song “Fau Kwaa” was sung by all the spectators or how many awrads EXO has won, what I care most is the big UnionPay logo throughout the whole ceremony”. Some netizens also take this opportunity to thank UnionPay for its brand building overseas: “In the past, the interpretation device in Louvre spoke many languages including Korean, but Chinese was utterly ignored. Now, thanks to the sponsorship by UnionPay, we are able to get a free Chinese map there.”
The overseas spectators of the Mnet Asia Music Awards are mainly from South Korea, Southeast Asia, Hong Kong, Macau, Taiwan and other regions. With the expansion of acceptance coverage and improvement of service system, UnionPay is becoming an influential international payment brand in these countries and regions and one of the most preferred payment tools among local cardholders. The sponsorship helped UnionPay International keep close to popular culture and tell the brand story, further enhancing its brand recognition among the young people on all these markets and building a vibrant and confident brand image.
In the 2014 MAMA, UnionPay cardholders are exclusively entitled to ticket purchase in advance. This move is not only to provide services and rewards to cardholders, but also enable more cardholders to experience the UnionPay Haigou platform and UnionPay online payment services. During the event, UnionPay cards have also drawn great attention from fans across the globe for its sound card acceptance environment and numerous exclusive offers in Hong Kong and South Korea. A South Korean wrote online “I heard that UnionPay cardholders can enjoy many special offers for the use of UnionPay cards in Hong Kong, so I particularly applied for UnionPay cards at two different banks before commencement of MAMA.” In addition, the BC Card Expedition Team organized by UnionPay International has given South Korean cardholders the opportunity to experience UnionPay card acceptance environment in Hong Kong, which has further brought UnionPay cards closer to cardholders.