1. Western Union Micro-Targeting Ethnic Minorities Challenge Solution
The challenge was for Western Union to drive trial of its digital services amongst their UK retail audience.
In order to do this, we needed to raise awareness of WU’s digital products in those key retails areas that also reached a high proportion of the ethnic minority target audience.
Solution
We cross-matched conurbations with high ethnic populations and WU retail locations to identify micro-targeted OOH placements at postcode level.
Roadside 6 sheets formed the bedrock of the campaign, providing the highest coverage against our primary audience. Roadside digital screens generated additional stand-out in densely populated and culturally diverse city centres.
Results
Spontaneous awareness of the brand, consideration and knowledge of the new product offering all saw significant increases.
Almost half of the target audience in London recalled having seen the OOH campaign
Spontaneous awareness increased 18pp
Consideration of Western Union increased by 16pp
Awareness of the key message – that you ‘can send money online or via mobile’ – increased 8pp