Wise × Alipay Mid
The Mid-Autumn Festival is a celebration of reunion — families gather, lanterns glow, and millions reconnect with the people who matter most.
But for Chinese nationals working abroad, “togetherness” can be complicated. While their hearts are at home, their earnings are not. Sending money home can be slow, costly, and uncertain.
Wise partnered with Alipay to change that — by offering a faster, more transparent way to support families in China.
Our mission was to position Wise + Alipay as the go-to remittance choice for Chinese professionals in Singapore and Malaysia.
The Mid-Autumn Festival is a celebration of reunion — families gather, lanterns glow, and millions reconnect with the people who matter most.
But for Chinese nationals working abroad, “togetherness” can be complicated. While their hearts are at home, their earnings are not. Sending money home can be slow, costly, and uncertain.
Wise partnered with Alipay to change that — by offering a faster, more transparent way to support families in China.
Our mission was to:
Position Wise + Alipay as the go-to remittance choice for Chinese professionals in Singapore and Malaysia.
“Even if you can’t be home, your care can.”
We brought emotion and functionality together — pairing the warmth of the Mid-Autumn story with the credibility of Alipay and the reliability of Wise.
Visually, the campaign drew from festival symbols — full moons, mooncakes, lanterns, and family gatherings — and expressed them through a modern lens. The tone was calm, sincere, and rooted in Chinese tradition.
The campaign rolled out across digital and social platforms in Simplified Chinese, structured around three layers:
- Hero Layer – Emotion & Trust
A message of reunion and reliability, with Wise + Alipay branding placed prominently upfront. - Cultural Layer – Festival Storytelling
Visuals tied to Mid-Autumn imagery reinforced the emotional connection — not just about sending money, but sending care. - Functional Layer – Partnership & Reward
Users who sent money via Wise enjoyed direct voucher rewards in the recipient’s Alipay wallet — a tangible, trust-building gesture that highlighted the partnership’s benefit.
Every touchpoint, from copy rhythm to call-to-action, was tuned for clarity and cultural resonance.
In a season defined by connection, the Wise x Alipay campaign achieved more than transactions — it earned trust. Engagement grew, downloads increased, and Wise became a name associated not just with speed and savings, but with care and connection.
When brand partnerships honour culture, they don’t just sell — they stay remembered.
Wise didn’t just join the festival. It became part of the reunion story.
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