As immigrants typically require information upon arrival, we sought to reach them before decisions had been made about sending money home. We negotiated the right to place educational posters and leaflets explaining clearly how to use the service in each immigration office. Lengthy waiting times delivered a captive audience with little waste and enabled more detailed copy usage. This environment was uncluttered and exclusive, making it the perfect means of point-of-entry contact.

It was an outdoor media first in unique surroundings that delivered outstanding brand recognition and understanding. The proof was that this was a highly targeted, low cost campaign that significantly increased outbound transactions to CCAR by 78% from migrant workers who otherwise might have opted for the black market.