International money transfer company Wise has partnered with integrated agency HAVAS Red to launch “Fleece Free FX,” an experiential campaign designed to draw attention to hidden overseas transaction fees.
The activation, running on May 30 and 31 at North Bondi Surf Life Saving Club from 7am to 5pm, features a pop-up currency exchange staffed by sheep, free morning and evening yoga sessions, and fleece merch giveaways.
Aussies being fleeced abroad
The initiative is backed by research from Wise and YouGov’s “Shear Madness Index,” which found 90% of Australians travelling abroad unknowingly incur fees when converting currency via airport exchanges or bank-issued cards.
These charges include foreign transaction fees, currency loading fees, and weekend rate surcharges.
Anhar Khanbhai, APAC PR Lead at Wise, said the campaign’s goal is to help Australians reclaim financial transparency: “The Big Banks have been pulling the wool over Aussies’ eyes for years. “We’re bringing sheep to Bondi to ram home the message that Aussie travellers deserve transparency and this upcoming travel season they should have absolutely zero tolerance for all kinds of financial and travel fleece-ery.”
The research revealed that 78% of Australians felt blindsided by unexpected charges post-travel, with over a third considering switching providers or sharing their negative experiences online.
A ewe-nique experience
Havas Red’s activation is offering yoga sessions with sheep and “flocktail” giveaways to educate consumers about these hidden costs. Limited-edition fleece merchandise will also be offered through educational challenges.
Woolness and wellness
Michael Ozard, Group Brand Experience Director at Havas Red, highlighted the campaign’s integrated media approach. “Our partnership with Wise is the perfect stage to demonstrate the power of integration – blending experiential, social and earned media to deliver a story that resonates” he said.
Wise’s study also uncovered discontent with social media travel trends, with 70% of Australians expressing disappointment in social recommendations while abroad, particularly with overpriced and underwhelming dining experiences.
Wise, which claims its debit card is up to 85% cheaper than traditional cards for international use, serves over one million Australians. The card supports 40 currencies and uses exchange rates aligned with Google’s listed rates.