Ethnic Marketing has been trending immensely among corporate brands and everyone wants to reach out to these communities. Money Mart was one of the corporate brands which vigorously wanted to divulge into the South Asian market and create further brand visibility. Our challenge was to retain their existing campaign ‘Little Big Things’ and ethnicize according to the needs of the South Asian Market.
We commenced by highlighting, all incidents where Money Mart has helped customers start a new beginning by providing them with effective financial needs. Then, we shortlisted 4 vital events where South Asians spend most of their money and that included children’s education, overseas travels, festival celebrations and building their dream house. Finally, we tweaked the campaign around the thought ‘For Your Small, Big and Happy Moments – Money Mart is always there for you!