Indians and Pakistanis together form a sizable potion of Xpress Money's customer base. Keeping in mind the harmony that citizens of both the nationalities share, when away from home, the international money transfer brand coined, #BeyondBorders.
Brand name
Xpress Money
Objective
Main objective of the campaign was to India and Pakistan during the month of August (Independence Day Month) by a minimum of 5% compared to 2014.
They also aimed at engaging with their followers on Youtube, Facebook, Twitter and LinkedIn while creating a positive chatter around the brand with #BeyondBorders.
Execution
The idea of the campaign was to highlight things that unite India and Pakistan - be it sports, music food.
In Phase I of the campaign Xpress Money launched a video on social media platforms where people settled in UAE spoke about the respect, sense of harmony and mutual appreciation that is shared between these two nationalities.
A program of dance, music and games was held in the labor camps in Dubai that had prizes up for grabs, one among them were free tickets to the screening of the movie ‘Bajraanji Bhaijaan’
Phase II of this campaign held a talk show named ‘Cricket and Beyond’ which got two cricket legends under one roof - Sachin Tendulkar and Wasim Akram, who shared their experiences on and off field.
It was competition that leveraged upon sponsorship that encouraged participation from cricket fans from both the countries.
And a Twitter contest was executed between September, 30 and October 7 which was supported by Facebook as well.
The contest encouraged users to share what borders they would cross to to meet their favourite cricket star. Results Business digits soared during Phase I of the campaign as remittances from UAE to India and Pakistan soared up by a collective 7% , whereas, global remittances went up by 9% in August 2015. The video was well appreciated and garnered 172, 683 Facebook views and 43, 276 views on YouTube. 1599 people liked the view, and it was shared by 269 of them. 34 engaged actively with the content by way of comments and the links on the video were clicked 87,792 times.
@Xpress_Money I will finish the borders between India and Pakistan for super unity if I have to to meet my heroes! #BeyondBorders — Pratyush Khaitan (@PratyushKhaitan) October 9, 2015
Xpress Money added 203 new fan on Facebook in 7 days. Phase II saw a total of 2,146 mentions and 711 re-tweets and the brand added 178 new followers on Twitter.
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