Golden Groceries (Western Union) “Win Gold Promotion!”

Event: A Western Union sponsored Promotional Event.
Market: GTA.
Demographics: South Asians (Indian skew) living close to the 4 outlets managed by the store in GTA.
Occasion: Festival (Punjabi occasion of ‘Vaisakhi);
Objective: Hype market to instantly draw grocery shoppers to one of the 4 GG stores in the GTA.
Challenge: To cut through the clutter of competitive advertising often seen around such specific occasions.