2023 Silver Inclusive Marketing

Agency: OLIVER

Client: WorldRemit

Entry Title: I*mmigrant

Executive Summary

WorldRemit is a brand built by a migrant, for migrants. However, they are seen in a negative light - the company wanted being an immigrant to stop being a stigma.

Strategy

The team arrived at a customer truth; that migrant audiences make a world of difference in society and to their families. They are the difference between life and death for sick relatives, act as a buffer for families going through financial hardships and finance children’s education.

In their home society they contribute significantly to GDP: sometimes as much as 10%+. They feed investment into building properties and businesses, shaping the future of generations to come.

The brand lacked any emotional connection to the audience. To shape its position, the team found a universal insight: there’s no human progress without human movement. The ensuing mission would power everything WorldRemit said and did, championing migrants.

Creativity

From Marie Currie, Albert Einstein, Freddie Mercury or Emma Raducanu to your doctor, your train driver or your neighbourhood restaurant owner, migrants make a world of difference.

Immigrant—the word triggering so much prejudice these days—became the headline. Using a clever play on words and a graphical hook—I*mmigrant—the campaign replaced the apostrophe with an asterisk, to bring more positive associations to the word.

It told real stories about the positive impact migrants have, featuring 15 real migrants telling their stories in different creative ways through most channels.

A special activation, MyGrant—financing dreams they couldn't achieve back home—was also launched. If, for instance, someone had to flee their home country to access education in another, the brand financed that dream.

Results

The campaign had an immediate impact across both brand and performance metrics. At the top of the funnel, there was a significant increase of +27% in brand awareness.

This was mirrored by a clear uplift in consideration towards WorldRemit, hitting the highest-ever levels of share of search, with a 37% increase. This uplift in consideration was further evidenced by a 300% increase in brand preference, laying the bedrock for acquiring future customers.

All of this drove an immediate impact on the bottom line, with the campaign performing +24% above the original investment case. The campaign grew overall share of market, with a 300% increase in proxy market share, ultimately driving $1.1m+ of immediate incremental revenue.

The Team

OLIVER - Rod Sobral, Global Chief Creative Officer - Razvan Capanescu, Global Executive Creative Director - Mark Betteridge, Design Director - Ndukwe Onouha, Copy Director - Ed Edwards, Creative Director - Kim Ryan, Art Director - Brian Eagle, Group Head of Design - Rae Stones, Executive Creative Director- Esmeralda Dyer Bray, Senior Copywriter - Mohammed Ikhlas Uddin, Design Team Leader - Omar Vicke, Motion Design Lead - Andres Chirinos, Motion Designer - Daniel Sales, Junior Designer - Eva Youngman, Business Director -Matt Llewellyn - Senior Account Director - Elizabeth Crosland, Senior Account Manager - Elan Smit, Senior Project Director - Tatiana Ferreira, Traffic Manager - Rachel Hatton, Group Strategy Officer - Thomas Binding, Planning Director - Nicholas Myers, Head of Planning - Ryan Walker, Strategic Planner -

Kenwyn Forgenie, Cultural Strategist - Dalia Dias, Photographer & Director - Christiaan Rautenbach, Senior Film Editor & Colourist - Elizabeth Woods, Executive Producer - Flora Mearon, Senior Integrated Producer - Mel Constantinou, Shoot Producer - Philip Dore, Senior Producer - James Corlett, Head of Post-Production -Joseph Martin-Kelly, Senior Production Lead

WorldRemit - Patrick Stal, Chief Marketing Officer - Anna Koklanakis, VP Brand Manager - Anora Vasant, Director of Programme Management

Contributors

Cross Media