Neighbours entrust house keys to 'Key Auntie' in Alipay campaign based on real story

SHANGHAI - Lowe China's one-month-old campaign for Alipay has generated more than 11 million views and 90,000 comments on Sina Weibo, thanks to strong storytelling based on a real-life character—a rare marketing approach for financial services products.

by Jenny Chan 陳詠欣

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