WU – Innovative Radio Use (Scripted Prog # 1).

Market: South Asians – more specifically Canadians from Pakistan;
Language: Urdu;
Theme: 2 Weeks of special promotion;
Duration: 5 minutes.
Objective: Connect Western Union functionaries with the market through scripted Q&A in the language of the listeners;
Challenge: #1: Inform and educate on the strengths of the brand – it’s track record, its global standing, its services and some lesser known facts about the Company; #2: Q&A to be based on top consumer concerns collected by the Agency through its customer contact program + bring out these concerns in a positive manner and have them answered by the Company on-air.