Industrial Bank : IB Advocates "Run for Joy" by Sponsoring Shanghai Half Marathon

In the springtime of April, running is popular across the country. At 7 am on Apr 17, under the Oriental Pearl Tower, the landmark of Shanghai, 2016 Shanghai International Half Marathon started as scheduled.

As the only designated cooperating bank, based on its experiences in supporting first Shanghai Half Marathon last May, the Industrial Bank further enhanced its services for the event with even more thorough deployment. From the equipment show beforehand, cheer station during the session to the Carnival afterwards, the running group members and staff had a busy day and innovated in customer service path, thus demonstrating its determination and confidence of assisting 'great health and general sports' industry with retail brand. It depicts a distinctive and vibrant retail banking image via perfect fusion of financial and physical activities.

Cross branding: stimulating interests for joy

No fortune is as precious as health. In recent years, the demands for quality life have been increasing continuously. 'Fitness' has sprung up across the country which, coupled with the support from national policies, facilitates cross-sector marriage of various industries with sports industry.

Industrial Bank, one of the forerunners with a forward-looking perspective, has signed a 5-year strategic cooperation agreement with Shanghai East Best & Lansheng Event Management Co., Ltd., the organizer of Shanghai International Marathon. By participating in a series of events related to Shanghai Marathon as honored sponsor, official partner and the only designated cooperating bank since 2015, IB has become a financial institute that boasts the longest time and highest level of sponsorship since the foundation of Shanghai Marathon.

In the view of Industrial Bank, these initiatives mirror its ideas of 'people-oriented finance'. To ignite the passion of players last year, when sponsoring Shanghai 'Half Marathon' for the first time last year, the bank proposed a slogan of 'Run for Health and Wealth Together' to explain the service vision of 'improve health and wealth together'. As for the second year of sponsoring Shanghai 'Half Marathon', the bank this year appreciates the happiness of runners, passes the idea of 'Run and Living for Fun' and advocates 'Run for Joy', thus building a distinctive brand proposition: to better provide customers with financial services via marathon, help more people enjoy the fun from sports, generate inner joy, feel the goodness in life and earn wealth for their life.

Thoughtful Service

In the full and half marathon events in Shanghai in 2015, the Industrial Bank delighted all runners with professional and thoughtful services, and received appreciation from the organizing committee. Across the race course of Shanghai Marathon this year, the service concept of 'Growing Together with Sincere Service' is also reflected vividly.

IB impressed runners with upgraded exclusive services. Before the game, the bank prepared professional exclusive equipments for runners, including quick dry shirt, arm bag for cell phone and tie-free luminous shoelaces. On both sides of the track, the bank's 10 preset stations featured both massive encouraging sounds to cheer runners and soothing, wonderful orchestra to calm down their emotions. IB's employees and their families also prepared food and drink for runners. On the track, the disguised 'financial pacers' with incredible figure and gorgeous look took the lead with high enthusiasm, becoming a beautiful landscape on the track. During the carnival after the game, the bank provided more than just abundant energy supplies, but also Compex, a top class sports rehabilitation and physiotherapy equipment, for every runner, as well as professional recovery guidance from athletic doctors. Every runner who reached the terminal would also receive an exquisite finish towel.

In the interactive sessions at equipment claim area and final Carnival, the bank carried out financial giveaway in various forms. It also set up a fashionable finance experience zone, where runners who finished the game could buy delicious ice cream and hamburgers for 1 yuan with IB cards, 'Cloud Quick Pass' and Apple Pay, and experience the convenient mobile banking.

Systematic Operation of Runners' Group

What behind commercial sponsorship is the Industrial Bank's continued practice on social responsibility. Last year, the bank launched 'IB Joy Running Group' along with its sponsorship of Shanghai Marathon. Relying on its branches and sub-branches across the country and credit card center and official Wechat account of wealth management center, the running group recruited a large number of runners, organized activities in the form of club and offered quality financial, equipment, supplies, recovery and other value-added services to member runners. According to the latest statistics, the 'IB Joy Running Group' has near 10,000 members.

It is reported that since 2016, the Industrial Bank will operate offline 'running' clubs in addition to formal events. Besides the access to IB-sponsored events, members of 'IB Joy Running Group' throughout the country will also enjoy sports equipment, coaching, wealth management consulting and other benefits offered by the bank. The systematic operation of running group reflects IB's efforts in subdividing customers' demands and improving their loyalty.

'We are not only to have marathon lovers feel VIP services during the event each year, but also to provide sports support and financial programs for all runners on an ongoing basis through our nationwide outlets and enable them to enjoy the pleasure from the growth of both health and wealth.' said Chen Jinguang, the Vice President of IB.