Presentation on theme: "Western Union Mothers Day 2008 Even More Rewarding Campaign."— Presentation transcript:
Western Union Mothers Day 2008 Even More Rewarding Campaign
Global Remittance Market
The Business Challenge
The Brief Occasion that engaged all target CALD communities New customers and incremental transactions from existing customers National campaign Promotion Incentive Goodwill Gesture Australia Post Agents
Mothers Day Promotion Strategic Approach
Target Audience Research
Target Audience Primary: Also: Malaysia, Singapore, Hong Kong, Taiwan, Tonga, Samoa, Sri Lanka New Zealand, Cook Islands, Papua New Guinea & East Timor. Philippines IndiaChinaFiji
Quantitative: Geographic distribution Money-sending trends - where, when, how much Data analysis and literature review Research Qualitative: Emotional triggers for sending money Customs and religious beliefs Figurehead forums
Strategic Approach Creative Development Target Audience Research
Creative Development Consumer Insight: I migrated to Australia to improve my familys life here and overseas. I send money back home on special occasions, so my loved ones know I care and so I can feel closer to home. Campaign Proposition: Send money this Mothers Day and you could be rewarded too. The Incentive: $10,000
PressPostersFliers Banner Ads EDM Website
Strategic Approach Ethnic Media Creative Development Target Audience Research
Ethnic Media 23 Press Titles 29 Radio Stations 6 Ethnic Websites 11 Languages
Strategic Approach Public Relations Creative Development Target Audience Research Ethnic Media
Community Events Ethnic Media Creative Development Target Audience Research Public Relations Strategic Approach
Street Marketing Community Events Ethnic Media Creative Development Public Relations Target Audience Research
Western Union Campaign Support
Goodwill and WOM generated - immeasurable!
The Legacy 2009 campaign even more successful. Adopted by Western Union marketing globally. New customer retention over 50%. Stronger client / agent relations. Stronger NESB community relations.
The Secret Client and multicultural agency partnership. Research and strategic planning. Engaging creative with culturally appropriate messaging. Utilise community touch points and networks. Bi-lingual / In-language support. Testing, measuring and refining. Ongoing commitment to these markets. Include multicultural strategies as part of your overall communications mix.
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