Money transfer service Xpress Money’s latest campaign brings together two disaporas that form a major chunk of its target audience: Indians and Pakistanis living in the UAE.
Xpress Money reached out to both the communities from labor camps to board rooms to know what binds them together. The company explains in a press statement that the results showed that both groups have a host of common interests and as expats their mutual admiration for both the countries was exemplary – despite the perception of them being rivals.
The company based its campaign on the insight that these communities bond with each other through sports, entertainment and music. Launched in mid-August, the activity included a social media campaign and culminated in an on-ground event called “ Cricket and Beyond” that brought together two cricketing legends from both countries, Sachin Tendulkar and Wasim Akram.
In addition, there was a screening for laborers of the Indian film Bajrangi Bhaijaan, which showcases the good of both nations. There were activities and contests conducted on the labor camp with several gift vouchers distributed and one winner of each nationality won a return ticket to their homes.
The videos on YouTube received over 43,000 views and on Facebook, they received 1600 views in two days. The Facebook page garnered 172,000 views, with a total reach of 961,160, resulting in the addition of 200+ fans.