Western Union Promo, Case study CHAAND MUBARAK by DDB Mudra Group Mumbai

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Released August 2010

Credits & Description

Category: Best Localised Campaign
Date of First Appearance: Aug 9 2010
Chief Executive Officer: Pratap Bose (Mudra Communications)
Senior Vice President: Aneil Deepak (Mudra Communications)
Country Head: Ajay Sundaram (Mudra Communications)
Integration Planner: Aniket Sharma (Mudra Communications)
Account Head: Rishi Tiwari (Mudra Communications)
Creative Head: Anita Singh (Mudra Communications)
State Operations Head: Anupam (Mudra Communications)
State Operations Head: Masood Shaikh (Mudra Communications)
Chief Strategy Officer: Anurag Gupta (Mudra Communications)
Business Head: Alvin DSouza (Mudra Communications)
Creative Supervisor: Nitin Khan (Mudra Communications)
Media placement: Best Localised Campaign - Across 215 Mosques In Different Parts Of The Country - 9th August 2010

Insights, Strategy & the Idea
72% of the consumers of Western Union in India were Muslims who received money back in India from their bread earners residing in countries abroad.
The objective, was to engage with the Muslim consumers, but the question worth scratching our heads for was how to isolate a Muslim from the millions of other followers of other religions coexisting in India.

There however existed one such 100% Muslim only congregation platform, the Mosques, but again a place of worship was rather a no entry zone for any brand.

Muslims practice an arduous fast lasting over a month during the holy month of Ramadan, and break this month long fast with the sighting of the Moon to celebrate the festival of EID but what no one had noticed was the untapped potential medium which could add value to the religious sentiments of the followers on the special day.

A medium called -Telescope!

Creative Execution
The idea or the medium was a simple device called a Telescope.

How did a telescope help us explore a new medium of engagement was simple. Each and every Muslim in any part of the world breaks his Ramadan, with the sighting of the Moon, which marks the welcoming of the festival of Eid.

And we explored this sighting of the Moon as an opportunity to engage with our consumers by installing Telescopes outside mosques.

To aid maximize the potential of the medium, we used our local Muslim Promoters to reach out to other Muslim consumers on the last day of Ramadan outside other mosques to disseminate information about the engagement with an invite to come and experience the sighting of the moon with the aid of Telescope organized by Western Union at the specific mosques where it would be available in the evening.

Results and Effectiveness
The result was gracefully over whelming with mosques where had created the opportunity to sight the moon with our Telescopic vision having attracted more than double the foot fall as compared to any other mosque in any other part of the city.

In a span of a night, we had engaged with over 76,000 Muslim consumers across 215 mosques in different parts of the country.