National Australia Bank
Period:  20 Jan 2006 – current
Campaign:  Developed and implemented a number of campaigns promotion a variety of products to the ethnic communities. Products include:  Term Deposits, Home Loans, Business Banking to ethnic Business, Credit Cards and Insurance. eTranslate helped to develop a core strategy for ethnic marketing which was employed across all business units. Since eTranslate has worked on a number of campaigns.
Key Campaign features

• Development an ethnic marketing communication process for all subsequent products
• Creative development to include press, radio, TVC, Web and Chinese street festivals
• Bi-lingual call centres to take inbound calls
• Direct Mail to Chinese household
• Outbound sales calls
• Networking with ethnic  business communities and other communities
• Sponsorship opportunity
• Running promotion on ethnic street festivals
• Media Monitoring and Community Monitoring (feedback)

Outcome: Increase sales to Term Deposit to NAB branches in ethnic precinct by 3.6%. While this is small, it is a significant increase compare to the overall increase of only 2.8%.