For the 2016 Chinese New Year, Western Union wanted to do a special grassroots celebration that created goodwill and promoted its services.
Chinese Canadians, 25 – 60 years old
The Monkey King is a famous and powerful Chinese mythological character who can easily be everywhere at incredible speed. With him around, the world becomes a safe place.
Just like the Monkey King, Western Union is known for its speed, security and ubiquity.
This gave us an idea to do something fun and unique at the Chinese New Year event.
Our booth became the main attraction at the event as our fun and energetic Monkey King Brand Ambassador invited attendees to follow his acrobatic poses which represented the key features of Western Union — Fast… Safe… Everywhere.
People who shared their photos on the spot via WeChat received souvenirs and red envelopes.
To reinforce education, each column of our booth depicted the monkey poses relevant to the brand.
The shared photos and conversations on WeChat — the #1 social media platform among the Chinese — extended the brand conversation to a much bigger audience.
With an unabated queue of people that caught the eye of the mainstream media CBC, our activation generated:
Indeed, the powers of the money king were truly evident in the Western Union booth that day!