Western Union Financial Services - South Asia and Middle East (SAME) Promotion

Loyalty to Western Union was low, despite the size of its network and its fast and reliable service – competitors were generally of equal cost or cheaper and customers were prepared to allow extra time to send their money to benefit from the better price.

Western Union Financial Services – South Asia and Middle East (SAME) Promotion

Agency: Loud Multicultural

1.0 EXECUTIVE SUMMARY

LOUD Multicultural specialise in communications campaigns for the 20% of Australians for whom English is not their first language, in the knowledge that culturally insightful campaigns prove to be highly effective – offering significant incremental revenue and ROI to clients on a relatively low cost base.

Western Union's customers are migrants sending money overseas. In 2007, South Asian Australians were targeted during a key period on their cultural calendar. On the back of this success, the audience was expanded to include selected...

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