ASB has become the first bank in New Zealand to launch its own Chinese social network profile on Sina Weibo (Weibo), and become a verified user.
Coinciding with New Zealand’s Chinese New Year celebrations, ASB has also created its own Mandarin symbol for Chinese customers to attribute to the bank. Meaning “winning and success” in English, the Chinese character will be used on ASB’s Weibo posts.
ASB General Manager Branch and International Banking, Logan Munro is thrilled to join the Chinese social media platform, seeing it as a great way to interact with New Zealand’s burgeoning migrant market.
“New Zealand is a wonderfully diverse multi-cultural nation, with a growing migrant population. A growing number of ASB’s customers are Chinese or are of Chinese origin and it makes sense to connect with our customers in their own language,” Mr Munro says.
“We’re thrilled to be the first bank in New Zealand to obtain a verified Weibo account and we look forward to extending our suite of Chinese social media to better connect with our Chinese customers,” Mr Munro says.
With an already large social media following (ASB has more than 141,000 ‘likes’ on Facebook), ASB is looking forward to increasing its online presence in a new language.
The platforms will be used to converse with migrant Chinese customers, providing information on the bank’s news, sponsorships, campaigns and reports. ASB has a dedicated team to ensure all messaging and content is sensitive to Chinese custom.
ASB launches its Weibo account ahead of the Auckland Lantern Festival taking place at the Auckland Domain between 18 – 21 February. As the festival’s principal sponsor, ASB’s 2016 activations include:
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