Soriana, the second largest supermarket chain in Mexico, needed to promote its money transferring service to US foreign-born consumers of Mexican Decent.
Consumer's Personal Story:
Low-income consumers in the US sending money to their families in Mexico.
“When I send money to Mexico, I want to make sure my family receives it in a convenient and safe environment. Banks can be a pain. They are usually closed when my family has time to pick up their money."
Culturally Relevant Solutions:
Integrated Marketing Campaign that included TV, Radio, InStore Activation, InStore Promotion, and InStore Communication.
Experience larger growth than competitors.