Enhance the reputation of Western Union and build loyalty within the Latino immigrant community by positioning the brand as an educational partner committed to contributing to the long-term success of its customers.
Created and launched an in-culture/in-language financial literacy program for recent immigrants. The program called Project Advancement centered around a fun, educational, interactive game based on the traditional Latin American game of Lotería. Called Paso a Paso, the game featured characters symbolic of positive and negative financial behaviors, used to trigger the learning process and provide positive steps for financial literacy and empowerment. Delivered by Interlex CEO and published author Rudy Ruiz, the financial literacy seminars also provided participants free copies of the Ruiz's book: Adelante! Interlex provided partnership development services, forging relationships with non-profit organizations to host and promote the Project Advancement events. The agency planned and executed the events. A media relations blitz accompanied the events to leverage the opportunity to reshape the broader image of the brand in the community.
The program was an overwhelming success, increased Intent To Use Western Union's services by 83% and Positive Perception of Western Union by 91% of those served.