Market: Quebec, Canada.
Demographic: French-speaking Canadians of South Asian (inclusive of India & Pakistan) origin.
Theme: 2013 ‘New’ Transfer Fee Announcement.
Objective: Announce ‘new’ reduced transfer fee applicable to money sent from Canada to South Asia (including India & Pakistan).
Challenge: Gently focus on the ‘still more savings’ via the use of WU’s Preferred Customer Card. This was brought out through the use of the ‘Rate Table’.