OVERVIEW
OVERVIEW
BRIEF
The main objective was to reinforce brand awareness, increase coverage, and drive customer footfall on a national level, including walk-in UK agents represented by the Post Office, Tesco stores, and other retail agents in cities of major concentration.
CHALLENGE
The key challenge brought forward by this multi-layered campaign was setting up the most efficient and effective media mix that would appeal to a highly distinct audience celebrating a culturally diverse calendar with Ramadan, Vaisakhi, and Easter. Ultimately, Mediareach Advertising recommended a select of sponsored TV programmes, radio, out-of-home (OOH), and digital channels to host the creative content, messaging, and call to action carefully crafted to resonate in the UK and Europe.
STRATEGY
The campaign launched in April, on the occasion of the Vaisakhi festival, popular among the Indian societies. It consisted of radio spots and OOH messaging that targeted the Indian communities across London, Birmingham, and other centres. The communication was complemented by a solidly planned digital campaign and further supported by geo-targeting.
April additionally witnessed the launch of the Ramadan campaign reaching millions of Muslims who underwent a period of fasting, praying, and community giving during this holy month. Branching into more focused communities, the Ramadan scheme targeted Muslims originally from Pakistan, Bangladesh, Turkey, and Albania until the month got signed off with Eid Al-Fitr festivities on the 2nd of May, 2022.
The Easter campaign segment which diverged into Catholic Easter, focusing on Jamaica, Africa, Poland, and the Philippines, as well as Orthodox Easter, focusing on Bulgaria and Romania. Easter messaging was featured on ethnic radio stations, OOH sites, digital channels, and ethnic press outlets.