Soriana

CHALLENGE:

Soriana, the second-largest supermarket chain in Mexico, needed to promote its money transferring service to U.S. foreign-born consumers of Mexican Descent.

CONSUMER'S PERSONAL STORY:

Low-income consumers in the U.S. sending money to their families in Mexico.

CULTURAL TRIGGER:

“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.

RESULT

Experience larger growth than competitors.

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