When ICBC and MasterCard launched a new credit card called “Fendou”, they knew that getting sign-ups was going to be tough. Firstly, mobile payments have become ubiquitous in China rendering credit cards largely irrelevant. Secondly, “Fendou” in Chinese means to struggle, fight or strive. It’s a term most people in China are familiar with but don’t feel warmly about. Why would anyone want to sign up for a credit card that means “struggle”? Using real, inspirational stories, we reframed “Fendou” from a word more associated with difficulty, into a sentiment that produced a groundswell of positivity. The campaign saw people coming together to share stories of passion, determination and motivation.