Celebrating Chinese New Year with the Launch of Direct to Bank Service

Have you heard? Send money directly to a Bank Account in China for £0 Transfer Fee

 

With the launch of the new Direct to Bank Service to China it was an opportunity to position Western Union as a diversified Money Transfer provider and an opportunity to acquire new segments and gain market share. Our role was to devise a plan that would cut across all widely used platforms to target new and existing customers to build awareness of and engage them to use this new service.

 

Community Appeal:

Chinese

 

Our Solution:

Sourcing the right touch points and hot spots that resonate with the Chinese community with CNY celebration feel in full swing keeping in line with cultural traditions of ‘Red Packs’

 

WU Ambassador and Agent Training

  • As a new service and to ensure efficiency a training session for all WU Brand Ambassadors to fully understand how the service and system works in order for them to in turn train all the WU agents that were apart of this campaign

 

In Store Branding

  • Visits to key Chinese WU locations in London, Oxford, Surrey, Bournemouth, Birmingham, Manchester, Liverpool, Aberdeen, Edinburgh, Glasgow, Wales and Belfast to display campaign POS and deliver training to inform agents new service to enhance word of mouth and drive action

 

Chinese Focused Media

  • 4 week TV campaign on key Chinese channel with estimated viewership of
  • 4 week Print campaign on key high readership/circulation publications – selection of media estimated 150,000 readership
  • 4 week Online Banner campaign across key sites with high community visits

 

Branded Merchandise

  • Oyster Card wallets (for London primarily)
  • Traditional branded Red Packs with a Chocolate Gold Coin

 

Outreach at Chinese Supermarkets

  • Secure WU presence at key Chinese Supermarkets across UK to engage with shoppers raising awareness
  • WU stand with promotional material and opportunity for one to one interaction with customers

 

Outreach at Chinese Businesses

  • Enhanced and targeted leaflet distribution POS across key Chinese Businesses with high footfall target audience

 

On Ground Activation

  • Street promotion in key DMA’s including China Towns across UK
  • Distribution of leaflets together with Red Packs

 

Bi Lingual Brand Ambassadors

  • English, Mandarin and Cantonese speaking Brand Awareness

 

Creative Translations

  • Mandarin translations for all creative

 

PR

  • Campaign and new service coverage in key Chinese print media complimenting paid media

 

 

The Result:

 

Client was thoroughly happy with the end result, agents were equipped with the right information and customers fully engaged with one to one and more personal interaction which proved the most successful for this campaign as it was a new service taking the time to speak to customers was crucial.

Customers were touched as felt that Western Union valued their culture and took the time to understand with little touches like the Red Packs with Gold Chocolate Coins. As a result of this campaign gave a boost into sales for the campaign generating customer loyalty (new and existing)

 

 

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