Money Transfer company Xoom Corporation, announced the launch of its first national branding platform with the objective of helping Latinos understand the tricky fees that traditional money transfer companies charge their customers to wire money to their loved ones. Xoom hired multicultural agency Dieste for creative and strategic duties.
The "Save the Pigs" platform was created by Dieste’s creative director, Florencia Leibaschoff, and her team, and highlights the tricky fees and hidden charges of traditional money transfer companies, while exposing piggy banks as the real victims.
The platform launched on April 9, 2012 is running nationally on Spanish-language websites, smartphones, and Hispanic broadcast and cable networks. According to Julian King, senior vice-president of marketing at Xoom, the campaign is showing strong results. “We were 25% above our goals for the month of April and our volume is 46% above a year ago," said King.
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“Immigrants work very hard to earn money so that they can send it to their families back home. Every penny is important. So it's not fair that they get tricked by low introductory fees and end up paying more to send more," added King.
“Our approach for this project was to call attention to the unnecessary high fees that consumers pay to send money and to help educate consumers about a more affordable option," says Aldo Quevedo, chief creative officer and president of Dieste.
"It makes us proud to work with a company like Xoom that is doing the [right] thing to help Latinos in this country, and other immigrants as well." The Dieste team developed fun and engaging content that shows how you can save your piggy bank from the “big fat pigs" that try to trick you with artificially low fees.
"We are impressed with Dieste's ability and talent to combine creative ideas with a technology product, which is key to growing our business," added King. “At Xoom, thanks to our breakthrough technology, we are able to offer our customers a convenient, fast, and fairly priced way to send money”
