In order to differentiate from other financial brands, Merchants Union Consumer Finance positions itself as a brand for young people.

Since "Revitalizing the Country Through Science and Education" is China's development policy, and the new "Learning Power" slogan is inspiring many young people. Merchants Union Consumer Finance collaborated with F5 to launch the digital interactive campaign “Find Scholarship in Text Books” to encourage young people to study hard and actively participate in the development and construction of the country in the near future.

Young people like all the high-value products and unique experiences, so F5 combines artificial intelligence technology, pop art style and scholarship to create this campaign. Once launched, the campaign successfully attracted many college students.

The creative concept of "Find Scholarship in Text Books" originated from an old Chinese saying: "In the books one finds gold house." For thousands of years, "Knowledge creates wealth" is Chinese' belief, so F5 got the creative idea to help Merchants Union Consumer Finance to hide "scholarship" in each textbook.