WE REMIT

TitleWE REMIT
BrandWECHAT
Product / ServiceWE REMIT
CategoryA02. Creative Effectiveness for Good
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
PR TENCENT Shenzhen, CHINA
Production HAND IN HAND PRODUCTIONS Shenzhen, CHINA

Credits

Name Company Position
Vincent Li Tencent General Manager
Akae Wang Tencent Executive Creative Director
Ahjan Huang Tencent Agency Producer
Tim Zeng Hand in Hand Producer
Campbell Mclean Hand in Hand Director
Carrie Hu Tencent Chief Public Relation Officer
Chris Wu Tencent Senior Public Relation Manager
Ivy Huang Tencent Art Director
EMMA LIU Tencent Art Director
Zita Zou Tencent Copywriter
Dong Xie Tencent Art Director

Summary

According to statistics, there are 170,000 Filipino maids and 180,000 Indonesia maids working in Hong Kong. However, because of the huge gap between the rich and the poor, they can't enjoy the same convenient remittance services like locals. They need to go to a designated bank and spend nearly five hours to complete a single transfer. On the other hand, the most commonly used payment methods of Hong Kong citizens are cash, Octopus card and credit card, thus the market share of our product are low and the users are not sticky enough. Therefore, we decided to take these Filipino maids and Indonesia maids as a powerful lever to impact the majority, by improving their remittance experience, we hope to further penetrate Hong Kong market. Under the above situations, we launched a cross-border remittance product based on our digital payment platform. This product is tailor made for Filipino maids in Hong Kong, reduces the transfer time from five hours to five seconds. No more exhausted long journey, no more traffic fees or handling fees, they can remit money immediately. On 2019 Mother’s Day, we extended our remittance services to 180,000 Indonesian maids in Hong Kong. To reach our target users, we utilised both offline and online channels. Educational activities were provided through church, bank remittance and communities. Social media were used to form core users among the Filipino and Indonesia maids. By being positioned on 2019 Mother's Day, real stories of users were used for integrated communications online. Besides that, brand stories focused on the product were promoted on 12 major video websites and WeChat platform. More articles from 7 key opinion leaders generated industrial significance of the product were widely spread on WAP, APP, and PC. In addition, a variety of discount for remittance was also provided, including reduction of the first monthly remittance fee, and the better exchange rate compared with banks. The number of withdrawal institutions increased from 1 to 3 in Philippines, and increased to 4 in Indonesia, bringing the convenient and efficient service to the minority group who have been forgotten by technology. Our product is more than a charity project, it helps to build up the inclusive finance brand image, and achieves a breakthrough in the acquisition of seed users and word-of-mouth. More employers choose to transfer money to their helpers via our product and more Filipino maids and Indonesia maids spend their spare time on our product. As of Feb 2019, one in three Hong Kong-based Filipino maids use our product to send money home, the brand adoption by employers grew 163%. Overseas transfer reached more than 20 million HKD, with 80 times growth. Earned media was valued 8.5 million dollars. We achieved 84% brand awareness and 19% market share in Hong Kong. The transaction volume increased by over 10 times compared with last year, the activity of our brand’s ecosystem in Hong Kong was increasing.

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