SUB CATEGORY :

EFFECTIVE LOTUS - CAMPAIGN SUCCESS

COMPANY ENTERING :

TENCENT, SHENZHEN

TITLE :

WE REMIT

BRAND :

TENCENT

ADVERTISER :

TENCENT

AGENCY :

TENCENT, HONG KONG

EXECUTIVE CREATIVE DIRECTOR :

AKAE WANG

COPYWRITER :

AKAE WANG/ZITA YANG

ART DIRECTOR :

IVY HUANG/DONG XIE

ACCOUNT DIRECTOR :

CARRIE HU

ACCOUNT MANAGER :

CHRIS WU

STRATEGIC PLANNING DIRECTOR :

VINCENT LI

MARKETING COMMUNICATION DIRECTOR :

VINCENT LI

MARKETING COMMUNICATION MANAGER :

VINCENT LI

MEDIA AGENCY :

WECHAT, HONG KONG

FILM PRODUCTION COMPANY :

HAND IN HAND PRODUCTIONS, SHANGHAI

DIRECTOR :

TIM ZENG/CAMPBELL MCLEAN

FILM PRODUCER :

XU SHUANG/WU YANG KUN

CAMPAIGN SUMMARY :

OBJECTIVE: SOLVING THE CHALLENGE OF INSTANT REMITTANCES FOR FILIPINO MAIDS IN HONG KONG SO THAT INDIRECTLY AND EFFICIENTLY ATTRACTS MORE EMPLOYERS' USAGE, WITH THE RESULT OF SUCCESSFUL BRAND ENTRY INTO HONG KONG MARKET. STRATEGY: WE TARGET ON THE MINORITY, THE 170,000 FILIPINO MAIDS IN HONG KONG, WHO ALWAYS QUEUE UP LONG TIME FOR REMITTANCES TO THEIR FAMILIES AND TAKE IT AS A LEVER TO IMPACT THE MAJORITY. THERE IS ONE FILIPINO MAID FOR EVERY FOUR HONG KONG HOUSEHOLDS. CONSEQUENTLY, WE TAILOR MADE WE REMIT, AN ONLINE REMITTING PRODUCT. MEANWHILE, GIVEN
THE EMPLOYMENT RELATIONSHIP, FILIPINO EMPLOYERS ARE LED INTO USING WECHAT PAY INDIRECTLY, WHICH HELPS THE PRODUCT FURTHER PENETRATE THE MARKET. EXECUTION: TARGETED FILIPINO MAIDS GROUP WAS REACHED THROUGH OFFLINE CHANNELS LIKE CHURCH,
BANK REMITTANCE, AND LEADERS OF THE FILIPINO MAID COMMUNITY.
SOCIAL MEDIA, TOGETHER WITH HANDS ON COACHING WERE USED TO FORM CORE USERS AND THE PRODUCT STARTED TO WIN REPUTATION. ONCE ITS REPUTATION DEVELOPS, MORE WECHAT PAY USERS WERE OBTAINED IN HONG KONG THROUGH PENETRATED EMPLOYERS OF FILIPINO MAIDS. POSITIONED ON MOTHER'S DAY, BRAND STORIES FOCUSING ON "WECHAT PAY PRACTICES INCLUSIVE FINANCE” WERE PROMOTED ON MAJOR VIDEO WEBSITES. ORIGINAL ARTICLES BY KEY OPINION LEADERS DROVE INTO THE INDUSTRIAL SIGNIFICANCE OF WE REMIT, BEING WIDELY SPREAD THROUGH WAP, APP, PC TERMINALS. RESULTS: NOW, WE RECEIVED POSITIVE PUBLIC AWARENESS.
THE NUMBER OF USERS INCREASED TO 50000 FROM 200 IN A SINGLE MONTH, COVERING NEARLY 1/3 OF ALL FILIPINO MAIDS. BESIDES, PENETRATED EMPLOYER USERS INCREASED 73%. MOREOVER, REPORTED BY 12 MAJOR VIDEO SITES AND ORIGINAL ARTICLES WRITTEN BY 7 KEY OPINION LEADERS; TOTAL NUMBER OF VIDEO VIEWS REACHED MORE THAN 15 MILLION. THE OFFICIAL ACCOUNT WITH 20,000 FOLLOWERS GARNERED 150,000 VIEWS ON THE ARTICLE AND THE MEDIA EFFECT WAS VALUED AT $842,500.

THE BRIEF :

SOLVING THE CHALLENGE OF INSTANT REMITTANCES FOR FILIPINO MAIDS IN HONG KONG SO THAT WE CAN INDIRECTLY AND EFFICIENTLY ATTRACTS MORE EMPLOYERS' USAGE, WITH THE RESULT OF SUCCESSFUL BRAND ENTRY INTO HONG KONG MARKET.

THE STRATEGY :

WE TARGET ON THE MINORITY, THE 170,000 FILIPINO MAIDS IN HONG KONG, WHO ALWAYS QUEUE UP LONG TIME FOR REMITTANCES TO THEIR FAMILIES AND TAKE IT AS A LEVER TO IMPACT THE MAJORITY. THERE IS ONE FILIPINO MAID FOR EVERY FOUR HONG KONG HOUSEHOLDS. CONSEQUENTLY,
WE TAILOR MADE WE REMIT, AN ONLINE REMITTING PRODUCT. MEANWHILE, GIVEN THE EMPLOYMENT RELATIONSHIP, FILIPINO EMPLOYERS ARE LED INTO USING WECHAT PAY INDIRECTLY, WHICH HELPS THE PRODUCT FURTHER PENETRATE THE MARKET. CURRENTLY, THOSE FILIPINO MAIDS AND THEIR FAMILY APPRECIATE WE REMIT BRINGING SUCH GOOD WELFARE TO THEM WITH TECHNOLOGY. WE RECEIVED POSITIVE PUBLIC AWARENESS.

THE EXECUTION :

TARGETED FILIPINO MAIDS GROUP WAS REACHED THROUGH OFFLINE CHANNELS LIKE CHURCH, BANK REMITTANCE, AND LEADERS OF THE FILIPINO MAID COMMUNITY. SOCIAL MEDIA, TOGETHER WITH HANDS ON COACHING WERE USED TO FORM CORE USERS AND THE PRODUCT STARTED TO WIN REPUTATION. ONCE ITS REPUTATION DEVELOPS,
MORE WECHAT PAY USERS WERE OBTAINED IN HONG KONG THROUGH PENETRATED EMPLOYERS OF FILIPINO MAIDS. POSITIONED ON MOTHER'S DAY, BRAND STORIES FOCUSING ON "WECHAT PAY PRACTICES INCLUSIVE FINANCE” WERE PROMOTED ON MAJOR VIDEO WEBSITES. ORIGINAL ARTICLES BY KEY OPINION LEADERS DROVE INTO THE INDUSTRIAL SIGNIFICANCE OF WE REMIT, BEING WIDELY SPREAD THROUGH WAP, APP, PC TERMINALS.

THE RESULT :

NOW, WE RECEIVED POSITIVE PUBLIC AWARENESS. THE NUMBER OF USERS INCREASED TO 50000 FROM 200 IN A SINGLE MONTH, COVERING NEARLY 1/3 OF ALL FILIPINO MAIDS. BESIDES, PENETRATED EMPLOYER USERS INCREASED 73%. EVENT KEYWORDS ON WECHAT INDEX AND BAIDU INDEX INCREASED FROM 0 TO A MAXIMUM OF MORE THAN 60,000. MOREOVER, REPORTED BY 12 MAJOR VIDEO SITES AND ORIGINAL ARTICLES WRITTEN BY 7 KEY OPINION LEADERS; TOTAL NUMBER OF VIDEO VIEWS REACHED MORE THAN 15 MILLION. THE OFFICIAL ACCOUNT WITH 20,000 FOLLOWERS GARNERED 150,000 VIEWS ON THE ARTICLE AND
THE MEDIA EFFECT WAS VALUED AT $842,500.