LES HOMONYMES by Buzzman Paris for TRANSCASH

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LES HOMONYMES

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market France
Agency Buzzman Paris
Art Director Julien Simons
Copywriter Xavier Le Boullenger, Barbara Soumet-Leman
Released November 2009

Credits & Description

Category: Financial Products & Services
Advertiser: TRANSCASH
Product/Service: MONEY TRANSFER SERVICES
Agency: BUZZMAN
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: BUZZMAN, Paris, FRANCE
Chief Executive Officer/Executive Creative Director: Georges Mohammed-Chérif (Buzzman)
Art Director: Julien Simons (Buzzman)
Copywriter: Xavier Le Boullenger (Buzzman)
Copywriter: Barbara Soumet-Leman (Buzzman)
Project Manager: Michael Boamah (Buzzman)
Project Manager: Yasmina Abdelilah-Bauer (Buzzman)
Media placement: OUTDOOR - Subway platforms - 15/11/2009
Media placement: TV - Channel 1 (France) - 23/11/2009
Media placement: Radio - Mainstream African radios in France - 23/11/2009
Media placement: Print - Free Newspaper in subway - 23/11/2009

Results and Effectiveness
After 1 month: The campaign was really effective; A media echo on TV, radio and Internet; 60,000 new customers (vs. a target of 30,000) A real trust in the product: each costumer invests in average 200 euros in the product compare to a target of 130 euros (already in the upper scale of the market).

Creative Execution
A 360° campaign starting with a teasing on the web with viral films, immediately forwarded to a football show on TV, and with a reveal made outdoor in subways, streets, local stores and bars and again relayed on TV.

Insights, Strategy & the Idea
Promote Transcash, a new solution for money transfer abroad, on a market where Western Union is the leader. Priority target: people of African and North African descent working in France and willing to send their money to relatives abroad. Spread some global awareness about Transcash. The idea: Find a popular topic, interesting our target and make a smart link with our product. Use men bearing the same last name as real famous football players of African and North African descent and play on words: announce the transfer of these men as if we were talking about the football players’ transfer, but in fact we talk about the transfer these common people made thanks to Transcash.