WorldRemit is a relatively young but growing online service that lets people send money to friends and family anywhere, anytime on their smart phone, tablet or computer. The money transfer service that provides international remittance services to expatriates and migrant workers. The company was founded in 2010 and has become multimillion businesses, now available in about 50 countries of the world, enabling to send money to about 120 countries.
WorldRemit wanted to start offline campaign to target few 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, especially for Filipino community there is no particular location where the community is dense unlike some other ethnic communities, which makes targeting quite difficult.
- Our task was to find 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
What We Achieved
The Mediareach team looked at the challenge came up with integrated offline advertising approach with ethnic TV and various tactical outdoor media such as bus tube 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.