United Media Solution (known as “UMS”), New Zealand’s leading Chinese digital marketing agency, has been appointed to manage Vodafone New Zealand’s Chinese digital marketing account.
UMS will be responsible for managing Vodafone’s Chinese language digital marketing account as the company seeks to engage with Chinese kiwis.
This is the first time Vodafone New Zealand has appointed a full-service Chinese digital agency and the move coincides with the launch of the company’s Red Connect service, a Chinese language service for customers.
UMS will be tasked with ensuring that Vodafone’s content and services consistently meet the needs of their Chinese-speaking customers.
UMS will engage with the Vodafone team to adapt all Vodafone marketing and advertising collateral into Chinese. UMS will also provide ongoing strategic insights and customer behaviour data to ensure the communications and delivery channels are relevant and effective.
A key part of UMS’s appointment is to create an official Vodafone WeChat account, which will enable Chinese Kiwis to connect with Vodafone for the latest news and information from the telecommunications company in their native language.
Jessica Miao, CEO of UMS, said, “Vodafone New Zealand is showing strong leadership in its move to engage with New Zealand’s growing Chinese by using their preferred communication channels of WeChat and Weibo.
“Getting the right content is important, but it is also vital to be able to understand the culture, the philosophy, the rapid growth of technology in China and especially the unique user experience within the Chinese social media platform,” said Miao.
Vodafone International Segment Marketing Manager Karen Roncon, said for Vodafone having authentic communication with the Chinese Kiwi community was vital.
“We are excited to be partnering with UMS with this important initiative. We are passionate about Red Connect, and want to ensure that we are communicating with our customers in the way that they are most comfortable with. It is not just about language, but also a deep understanding of culture and values”.
“We want to provide a seamless experience, where we respond quickly with the latest information and service offerings to surprise and delight in the ways that we can help our customers with all their needs,” Karen said.
UMS is a full-service independent digital agency, which specialises in social media. UMS partner with leading international companies to connect their brands with Chinese consumers through targeted creative communications. As a global conversation agency, UMS work with leading brands such as Air New Zealand, Auckland Airport, Douglas Pharmaceuticals, Ecostore, New Zealand Education, New Zealand Trade & Enterprises, Tourism New Zealand, Villa Maria, Virgin Atlantic and Visit Britain. UMS has three offices in Shanghai, Ningbo and Auckland and a team of more than 40 staff.