WeChat Pay launches H5 Campaign – “A Recipe Named Life”


Just has captured the intimate moments Chinese citizens shared with WeChat in its recent animated commercial, Tencent – WeChat’s owner – launched another interactive HTML 5 ‘A Recipe Named Life’ for WeChat Pay, the mobile payment service within WeChat.

WeChat Pay was first introduced in 2013 as an accessary function of WeChat, which enables consumers to pay everyday’s bills in a fast and convenient way. By simply scanning the QR code imbedded in WeChat, consumers can literally walk through the city without cash and credit cards.

Backed with a large WeChat user base, WeChat Pay values more of the communication and emotional attachment with the consumers, compared with its largest rivalry Alipay from Alibaba group. Capturing WeChaters’ preference of using WeChat Pay on meals, WeChat Pay launched the H5 to create an intimate relationship with consumers and encourages them to use WeChat Pay more often with the coupons.

In the H5, WeChat Pay created personalized dining report for each consumer, based on their dining payment history. Now let’s have a look at what the taste of a typical WeChat Pay user’s life.

Let’s take a look at the H5 campaign

TRANSLATION OF BELOW SCREENSHOTS  WeChat Pay found out that Talajia is my favorite restaurant, where I regularly go with my friends. My life tastes plain but not boring when I’m accompanied by home-style dishes and friends.20160707_WeChat Pay 1

TRANSLATION OF BELOW SCREENSHOTS   So far, I’ve tried 14 restaurants and spent 4067.4RMB on food. My life tastes sweet when I indulge myself in the delighted food and let go of concerns from work. I’ve traveled in two cities and dined there. Life is not that bad when I am not struggled with the mess in front of me, and keep anticipations for future and tasty food in other cities.
20160707_WeChat Pay 2

After reviewing the personalized report, consumers can get access to the coupons as a reward for themselves. They were encouraged to use the money saved by WeChat Pay to pay for a nice treat.
20160707_WeChat Pay feature

Why this is important?

Rivalling against AliPay, currently the most widely used mobile payment in China, WeChat Pay paved its way for a long run. Unlike Alipay, first created to facilitate online transactions, WeChat Pay was integrated within a socializing mobile APP to better serve consumers’ real life needs, both daily and socially.

In that respect, WeChat Pay has done a good job so far. During 2016 Chinese New Year, more than 600 million Chinese citizens used WeChat Pay to gift red envelopes (typical way to celebrate Chinese by gifting others a red envelope with money).

In the HTML 5, WeChat Pay took a step to build a strong emotional attachment with consumers. It converts the boring data into real-life scenarios that everyone has a connection.  As the data is personal, it tells exclusive life stories for each consumer, which makes consumers feel more included. Then it converts the intimacy into an encouragement to engage more WeChat Pay users.


About Author

Tracy Zhang

As a Masters graduate of Foreign Trade, Tracy started her career helping supermarket brand City Shop to source the ‘hunger’ of Shanghai’s internationalizing consumers. Now that she has found her passion in consumer research, she is helping develop Resonance's ground-breaking ethnographic offer.

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