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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.
