World Remit wanted to start offline campaign to target the hard to reach communities, starting primarily with Filipinos and African Diaspora living in the UK. The niche audiences have certain behaviours as well as live in various parts of the country.
- Our task was to develop an effective media channels to raise their awareness about the trustworthy money transfer service among the target audience
- Educate the audience about the benefits of sending the money online, rather the offline via agents
We came up with an integrated offline advertising approach with ethnic TV, tactical OOH media in handpicked areas with high concentration of the migrant communities. All the areas were intensively researched and tested prior to the planning. We extended the outdoor campaign into the underground stations by releasing ads targeting both the African and Filipino migrants communities effectively.