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 Middle Eastern countries in 2008.

The outstanding results of the 2008 promotion form the basis of this Award submission.

2.0 THE CHALLENGE