Audience Intelligence, Broadcast Media, Digital Media, Print Media, Social Media, Outdoor, Endemic Partnerships, Creative, Content, Production
With 51,000 locations across the U.S. plus online and app, Western Union is the undisputed leader in the money movement category. But, the company had been losing share of domestic remittances to dotcom start-ups and an outdated image.
Remittance customers are bombarded by a 'sea of sameness' in industry advertising: similar offers, accessibility, and messages. Dotcom competitors appeal to a younger audience where legacy brands are less appealing ("what my parents used").
Top-of-mind awareness and likability of brand in advertising propelling customer transactions. Lessons learned from other advertisers' such as GEICO. WU to use $11 offer for audio hook and big yellow recliner chair to convey ease in use and trust.
Bombard consumers in 32 DMAs by elevating reach and frequency of the Western Union $11 offer message and visibility of big yellow recliner chair in local TV, outdoor, radio, digital, and social. Added integration in "Jimmy Kimmel Live."
Increase in transaction growth within the 32 targeted DMAs.
Increase in "Brand For Me" perception post campaign.
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