Launching Ericsson Money to the Filipino Community

The Problem

In the summer of 2011, Threepipe was tasked with launching Ericsson Money, a new international mobile money transfer service, to the Filipino community across the globe and to drive sign ups to the new service. The Philippines was the first country chosen by Ericsson Money as part of its international roll out so we needed to make a strong impact.

To create a point of difference from traditional money transfer services such as Western Union, Ericsson Money wanted to drive discussion and recommendation via social media channels about the new product launch.


Our Solution

We developed a social media campaign combining influencer outreach and user generated content.

We secured space at a global Filipino music event called Barrio Fiesta sa London, attended by over 90,000 Filipino festival goers. The event provided us with an opportunity to target the Filipino community over two days and encourage them to spread our messages to the wider Filipino community through social media channels.

The Filipino migrant worker population is very high in London and we recognised the importance of connecting Filipinos in the UK with their communities at home, echoing the money transfer service offered by Ericsson Money.

To do this we needed to create an emotional connection between the brand and the community. At the Ericsson Money stand we built, set up and staffed an internet-connected video postcard booth, a chill out area and a free WIFI connection for visitors. The video-booth offered visitors the chance to record a 30 second Ericsson Money branded video postcard to send back to their family in the Philippines, echoing Ericsson Money’s global reach. Key bloggers and social media influencers in the Filipino community were invited to record their own video postcards and share them with their friends and family at home to extend the reach of the campaign.

 


Driving User Generated Content

The on-site video-booth offered visitors the chance to record a 30 second video postcard to send to their family in the Philippines. Videos included Ericsson Money branded bumpers at the start and end of the recording and were uploaded straight to their own Facebook page, prompting wider awareness.
The videos recorded at the festival resulted in more than 20,000 views on Facebook and over 100,000 YouTube views on a dedicated YouTube channel that was set up for the event.

As part of Ericsson Money’s sponsorship of the event we negotiated a series of ten minute on stage slots with Filipino comedienne Janel Jamer, which we were able to use to drive festival goers to the stand to record their own video postcards.

During the ten minute slots, three pre-recorded video-postcards from the Ericsson Money video booth were shown and the festival crowd was invited to cheer for their favourite video. Following the slot, the crowd was encouraged to visit the Ericsson Money stand to create their own video postcard.
As the slots took place on both days we estimate approximately half of the attendees will have viewed the content, bringing the reach of this activity alone to 45.000.


Engaging Influencers

Ericsson Money’s sponsorship of Barrio Fiesta sa London was also supported by engaging the Filipino community through the influential bloggers and Twitter both before, during and after the festival.

This included monitoring and responding to all mentions of both Ericsson Money and Barrio Fiesta sa London, targeting specific influencers within the community to encourage them to mention Ericsson Money, share news and updates from the Ericsson Money stand and drive people to record their own video postcards.
We identified the top 10 Filipino bloggers and hosted a blogger dinner on the second day of the festival, introducing influential Filipinos to the new brand. Every attendee was given the opportunity to trial the new service for the first time and were asked to post and tweet their thoughts, driving discussion.

 


Outcomes

By the end of the festival weekend, Ericsson Money had secured over 3,000 sign ups from within the Filipino community to the new service.
Brand messages had reached a further 1,400,000 Filipinos purely from social media discussion, driven by Threepipe.

This included:
•    Twitter reach during the festival: 1,040,000
•    YouTube views following the festival: 102,000
•    Facebook video views following the festival: 80,000
•    Reach of targeted blogger coverage within the Filipino community: 100,000

The number of Twitter mentions throughout the weekend exceeded 2,000, including several posts from the Filipino stars, Janel Jamer and Erik Santos. On both Saturday and Sunday Ericsson Money trended nationally on Twitter throughout the day.
 

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