WorldRemit has challenged us to come up with a solution for their Global campaign covering the UK, US and Canada, that would establish the Brand as the top of mind choice for transferring money to loved ones at home in Africa and Sri Lanka, within the October’20 – January’21 period.
Another challenge was to create buzz by increasing awareness regarding signing of popular Nigerian musician, Patoranking as the Global Brand Ambassador for the brand and its Africa-focused Entrepreneurs Program. This fantastic initiative offered the lucky winners the chance to nominate a budding entrepreneur at home, therefore helping build entrepreneurship across Africa.
Winning Strategy & Execution:
Based on our in-depth understanding of the various desired TA’s behaviour and location while keeping in mind the current global situation, we’ve come up with an optimum mix of TV channels and VoD platforms that would deliver the Brand’s global campaign the much desired exposure.
Using a combination of strategically bespoke sponsorships and an effective balance between airtime frequency and impact, the campaign has been carefully crafted to ensure the messaging reaches the audiences when they would be more receptive, therefore increasing the chances of a successful call to action.
The highlight in November-December was the Entrepreneurs Program, the initiative which was tactically pushed on the relevant channels and across key timings, encouraging people to send money to specific countries in Africa to stand a chance to nominate a lucky entrepreneur.
The overall campaign has performed really well and has delivered a sharp increase in the global level of awareness among the African audiences across all targeted countries, between September (pre-campaign) and November: 15% => 25%.
TV was the 2nd source of Brand awareness (33%) in November just behind search engines and at par with social media, with 29% of the UK respondents having seen a WorldRemit ad on TV or video streaming platform and 49% of the US respondents having seen a WorldRemit ad on TV or a video streaming platform.
Ramadan Creative- Urdu & Bengali Language
One of the world’s fastest growing international remittance providers reached out to us to use our services to connect with hard to reach cultural audiences in the UK, specifically Filipinos and African Diaspora and raise awareness of their superior product for sending money home to friends and family.
Winning Strategy & Execution:
Using our proprietary in-house multicultural database, we were able to identify and segment the relevant cultural and diverse communities and through our very specific location based mapping we commenced an integrated outdoor campaign including TV, buses and underground to dramatically increase World Remit Penetration.
We smashed client targets and delivered and outstanding 200% Sales Uplift thanks to our careful segmentation and location targeting.