UAE Exchange is a leading global remittance, foreign currency exchange, and payments solution brand, with a wide-networked presence in 24 countries. In 2018, the brand took a strategical decision of rebranding in 23 countries...
The change happened not just in its identity, but to the whole brand as such! The challenge was clear, To create awareness for the new brand amongst the existing and potential customers?
The way out was to think big. Really… really… BIG!
The thought ended up in associating with a sports event of international stature. After some sleepless nights, the research team identified the ideal platform; it was the biggest cricketing event of the year - the Asia Cup. A tournament where Six major cricketing nations participate and have a viewership of over 300 million pairs of eyes. The fact that the Asia Cup is happening in UAE after 12 years, added the excitement. Unimoni ensured to embrace to its mantra - think big! As a result, Unimoni did not become just another partner, but the Title Sponsor and this most important cricket tournament before the 2019 World Cup was renamed as Unimoni Asia Cup 2018. In this fast-paced world, the brand digital media to reach the masses
Unimoni, being a very human brand, decided to talk to the people, through the people.
The content strategy was to build humane stories from the stadium, which had an all-around mix of sports engagement, entertainment, and emotional content.
The team was on the ground on every match, to capture real human stories