Western Union Mothers Day 2008 Even More Rewarding Campaign

Western UnionMother’s Day 2008

‘Even More Rewarding’ Campaign

Western Union

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

Mother’s Day

Mother’s Day Promotion

Strategic Approach

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 India China Fiji

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 family’s 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 Mother’s Day and you could be rewarded too.

The Incentive:$10,000

Press

Posters

Fliers

Banner Ads

EDM

Website

Strategic ApproachStrategic Approach

Ethnic Media

Creative Development

Target Audience Research

Ethnic Media

23 PressTitles

29 Radio Stations

6 Ethnic Websites

11 Languages

Strategic ApproachStrategic Approach

Public Relations

Creative Development

Target Audience Research

Ethnic Media

Public Relations

CommunityEvents

Ethnic Media

Creative Development

Target Audience Research

Public Relations

Strategic Approach

Strategic Approach

Street Marketing

CommunityEvents

Ethnic Media

Creative Development

Public Relations

Target Audience Research

Street Marketing

Western Union Campaign Support

The Results

The Results

Goodwill and WOM generated - immeasurable!

The Winner

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.

Thank you

6/41 McLaren StreetNorth Sydney, NSW 2060

Ph: 02 9964 7025lou@loud.com.auloud.com.au