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Western Union Mothers Day 2008 Even More Rewarding Campaign.

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Presentation on theme: "Western Union Mothers Day 2008 Even More Rewarding Campaign."— Presentation transcript:

1 Western Union Mothers Day 2008 Even More Rewarding Campaign

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3 Western Union

4 Global Remittance Market

5 The Business Challenge

6 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

7 Mothers Day

8 Mothers Day Promotion Strategic Approach

9 Target Audience Research

10 Target Audience Primary: Also: Malaysia, Singapore, Hong Kong, Taiwan, Tonga, Samoa, Sri Lanka New Zealand, Cook Islands, Papua New Guinea & East Timor. Philippines IndiaChinaFiji

11 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

12 Strategic Approach Creative Development Target Audience Research

13 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

14 PressPostersFliers Banner Ads EDM Website

15 Strategic Approach Ethnic Media Creative Development Target Audience Research

16 Ethnic Media 23 Press Titles 29 Radio Stations 6 Ethnic Websites 11 Languages

17 Strategic Approach Public Relations Creative Development Target Audience Research Ethnic Media

18 Public Relations

19 Community Events Ethnic Media Creative Development Target Audience Research Public Relations Strategic Approach

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22 Street Marketing Community Events Ethnic Media Creative Development Public Relations Target Audience Research

23 Street Marketing

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25 Western Union Campaign Support

26 The Results

27 Goodwill and WOM generated - immeasurable!

28 The Winner

29 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.

30 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.

31 Thank you 6/41 McLaren Street North Sydney, NSW 2060 Ph: loud.com.au


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