Xoom has introduced three new television commercials for the U.S. Hispanic market. The ads began airing this month and all speak to the message of mobile convenience.
The first commercial, entitled “Pony,” shows Oscar at a child’s birthday party that offers a pony ride. When his mom calls saying she needs money right away, Oscar desperately tries to get to a store to transfer money by jumping on the pony. He rushes to the store, only to find it closed, while his wife, Olivia, conveniently sends money from her mobile phone with one swipe of her finger. “Pony” can be viewed here: https://www.youtube.com/watch?v=ed276ucN13w.
The next two spots, “Confusion” and “Piece of Paper,” promote Xoom’s innovative text message service for the recipient. Xoom will send a text message, free of charge, to the recipient with the transaction PIN number, so that the recipient has fast and easy access to their money without the risk of miscommunication and error.
“Confusion,” features Oscar, on the phone with his mother, unsuccessfully trying to recite a long transaction number over the phone that she needs to pick up money. The bad phone connection makes communicating the number clearly a challenge. His wife, Olivia, reminds him by shouting from the kitchen, “Next time, use Xoom.com. They will send the PIN directly to her phone.” The ad can be viewed here: https://www.youtube.com/watch?v=6YjAa2qZl4k.
In “Piece of Paper,” the wind blows away Oscar’s piece of paper with the PIN number on it and he finds himself chasing after the dog that captured the paper. The spot humorously shows the inconvenience of having the PIN on a piece of paper that can easily get lost or misplaced. The ad can be viewed here: https://www.youtube.com/watch?v=a4A_FK-N97I.
“With these three new spots, we demonstrate the convenience of sending money with Xoom.com on a mobile phone and how it can save you time,” says Julian King, Xoom’s Senior Vice President, Marketing and Corporate Development. “The commercials deliver the message of mobile convenience with likeable characters in a way that resonates with customers. Using Xoom.com is magical and transformative. It offers senders an experience that is convenient, fast, safe, fairly priced and it frees them up to do other important things in their life.”
“The Xoom ‘Better Way’ campaign launched in November 2011 and there have been more than a dozen commercials produced for this campaign in the last two years,” King added.
In fall, 2012, Xoom won the gold from the ANA Multicultural Excellence Awards for “Save the Pigs,” as best campaign developed to reach Hispanic consumers.