ABOUT

WorldRemit is an international money transfer app, and they were blending into the wallpaper of the category. At the same time, their core target audience – economic migrants – were seen in a negative light.
Our insight was that migrants make a world of difference. From Albert Einstein to your train driver or to your doctor.
So, we decided to fight their corner and try to wash away the stigma. “Immigrant” - the word triggering so much prejudice these days - became our headline.
Using a clever play on words and a graphical hook - I*mmigrant - we replaced the apostrophe with an asterisk, so we can bring more positive associations to the word, telling real stories about the good impact migrants have.

This was WorldRemit’s most successful campaign to date, with a market share increase of 300%, a brand preference increase of 300% and a 37% increase in share of search (more than double the objective for this KPI).