OBJECTIVE

CHALLENGE

DV8’s market research revealed a key challenge: these multicultural communities preferred communication in their native languages. Money Mart needed a comprehensive strategy to bridge the gap and foster trust with these diverse groups. They trusted banks more than non-banking financial service organizations. To gain trust, they needed to talk in their language.

STRATEGY

DV8 developed an engaging in-language communication strategy with a 360-degree approach. Focusing on four key financial motives—travel back home, education, home moving expenses, and weddings—an emotional tagline, “For your small and big happy moments,” was crafted in multiple languages. The campaign aligned with major festivals such as Diwali, Ramadan, and Eid, positioning Money Mart as a partner in significant life moments. Build Trust and comfort. Develop affinity and bond.

The multilingual campaign, launched in Hinglish, Punjabi, Latin, Tagalog, and English used culturally appropriate colors and imagery. A dedicated in-language microsite was created to channel digital traffic. The multimedia execution included TV spots, Google Display ads, direct mailers, print ads, and POS materials.

RESULTS

• Brand Lift to New In-Language Website: 16% increase
• Frequency: 3.00
• Reach: 8,000,000
• Impressions: 24,000,000
• Store Visit Rate: 12%
• Clicks to In-Language Website: 295,200 (CTR: 1.23%)
• Unique Website Visitors: 73,800
• Brand Choice Index:
  • Initial: 43%
  • After Campaign: 58%
  • Change: +34.88%
• Brand Favourability Index:
  • Initial: 28%
  • After Campaign: 41%
  • Change: +46.00%
• Leads Generated: 6,000
• Consideration Variable: From 38% to 56% (Change: +47.00%)
• Television Spots: 2,000