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
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
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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