Vodafone sharpens focus on Chinese community

Vodafone is ramping up its marketing to New Zealand’s Chinese community, appointing Chinese language digital marketing agency, United Media Solution (UMS) to manage its Chinese language digital marketing account

Vodafone is ramping up its marketing to New Zealand’s Chinese community, appointing Chinese language digital marketing agency, United Media Solution (UMS) to manage its Chinese language digital marketing account.

The move follows the launch earlier this month of Red Connect, a new service targeted at New Zealand’s Chinese community that offers dedicated Chinese-speaking contact centre staff, Chinese speakers in key Vodafone stores and an official Vodafone WeChat account.

UMS will be tasked with ensuring that Vodafone’s content and services consistently meet the needs of the company’s Chinese-speaking customers. “UMS will engage with the Vodafone team to adapt all Vodafone marketing and advertising collateral into Chinese,” Vodafone said.

“UMS will also provide ongoing strategic insights and customer behaviour data to ensure the communications and delivery channels are relevant and effective.”

Vodafone said a key roel for UMS would be to create an official Vodafone WeChat account that will “enable Chinese Kiwis to connect with Vodafone for the latest news and information from the telecommunications company in their native language.”

Coming up: Chinese Language Week

The third New Zealand Chinese Language Week will be held from October 16-22. It is described as “a Kiwi-driven initiative that aims to increase Chinese language learning in New Zealand.”

It claims to be the first initiative of its kind in any Western country and to have “emerged in the context of a rapidly strengthening relationship between New Zealand and China.” Its web site lists close to 20 sponsors: Vodafone is not one of them.

 

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