IIPM: An intriguing story of growth and envy
GOAL: To deliver a consumer intent increase of 25% and transaction increase of 15% for the company.
STRATEGY: To bridge the gap between family and the earner (who is abroad) on special occasions and festivals.
CHALLENGE: With Chennai being single largest market in India, the task was to develop a different brand identity in order to differentiate and position it as a service that delivers beyond functional benefits.
IMPLEMENTATION: On Pongal, WU created a unique consumer touchpoint: LIVE ON RADIO phone call to a loved one abroad and also an SMS exchange of both phone numbers. Next, a 15-day promotional blitz invited participation using spots on FM channel Hello along with on-ground mall engagement.
EFFECTIVENESS: The campaign reached out to 1.1 million people, with over 5,000 families connected via phone and 100 of those connected live on the radio. WU transactions for the quarter grew at around 24% versus the same quarter year ago. It also garnered a 43% increase in ‘Preference & Intent’ levels for the WU brand in Chennai.
Neha Saraiya
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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