Great Experiential Marketing: TransferWise strip off in NYC
200 TransferWise employees stripped off as part of the company’s campaign to stop people being ripped off.
Temperatures in New York have hit record low these past few weeks. So you’ve got to admire the courage of this team from TransferWise who braved the cold and stripped down to just their underwear for the company’s latest ‘nothing to hide’ experiential stunt.
To herald its arrival in the US, the London-based peer-to-peer money transfer service TransferWise led a scantily clad march through New York’s financial district. Over 200 people stripped down to their underwear during a busy (and chilly!) lunchtime in Manhattan and marched through Wall Street.
The stunt came as part of the company’s mission to disrupt some of banking's least transparent practices, and to highlight what TransferWise calls ‘murky’ practices of financiers that impact billions of people the world over, including fees hidden on international money transfers.
Since its foundation, the London start-up has been making waves with its disruptive marketing practises. Last Halloween the company orchestrated a skeleton march which saw a drudge of skeletons travel from Bank to the city's tech centre in Old Street, where they ‘laid misleading price claims to rest’. Read more in our Halloween round-up here.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.