Xoom hires Dieste and launches ‘Save the Pigs Campaign Calls Consumers’.

Xoom Corporation, a online money transfers, announced the launch of its first national branding platform with the objective of helping Latinos understand the tricky fees that traditional money transfer companies charge their customers to wire money to their loved ones. Xoom hired multicultural agency Dieste for creative and strategic duties. 
 
The “Save the Pigs” platform was created by Dieste’s creative director, Florencia Leibaschoff, and her team, and highlights the tricky fees and hidden charges of traditional money transfer companies, while exposing piggy banks as the real victims. 
 
The platform launched on April 9, 2012 is running nationally on Spanish-language websites, smartphones, and Hispanic broadcast and cable networks, as well as Spanish-language websites.  According to Julian King, senior vice-president of marketing at Xoom, the campaign is showing strong results.  “We were 25% above our goals for the month of April and our volume is 46% above a year ago,” said King.