Remitly, a leading digital financial services provider, faced the challenge of building brand awareness and consideration in Australia's highly competitive remittance market. Their existing digital-only acquisition strategy had plateaued, and they needed to establish an offline presence against well-known competitors. Etcom was tasked with a top-of-funnel go-to-market strategy, targeting Indian, Filipino, and Vietnamese immigrant communities in NSW, hyper-focused on key postcodes like Parramatta and Blacktown.
Etcom's strategy was to engage emotionally, not just rationally, by tapping into the universal truth: "Behind every international money transfer, there’s a dream." We aimed to be a global brand acting locally, localizing creative and messaging to resonate with Australian audiences while leveraging Remitly's global credibility. Our approach involved an integrated cross-channel mix, balancing traditional in-language media with hyper-targeted Out-of-Home (OOH) advertising. Tactics included a JCDecaux Parramatta Station takeover, strategic OOH placements at train stations and arterial roads, mobile OOH (bike, human, truck billboards) for flexibility at cultural events like Diwali and Filipino Fiesta Kultura, and in-store presence at over 100 ethnic retail outlets. We also utilized print, radio (SBS, community stations), video streaming (ZeeTV, YuppTV), and TV (Kayo, T20 Cricket World Cup sponsorship) to maximize reach and frequency during key money transfer periods.
The campaign delivered outstanding results, with Remitly's brand health growing +7% in the 1st quarter. Australia now experiences top levels of awareness and consideration compared to Remitly in Europe and North America, with aided awareness reaching +13% that what is experienced in Europe markets and unaided awareness at +14%. Agreement with core brand attributes was strong, including reliability and trust which are key decision making criteria for our diaspora communities. This success, achieved through a bespoke, culturally led, hyper-targeted approach, demonstrates the power of integrating media and creative to authentically connect with multicultural audiences, winning both their hearts and minds.