Audience Intelligence, Broadcast Media, Digital Media, Print Media, Social Media, Outdoor, Endemic Partnerships, Creative, Content, Production, Publicity/PR, Western Union, Case Study, Fintech, Multicultural, Ethnic Audiences
With 30 transactions a second, across online, app and 500,000 locations globally, Western Union is the undisputed leader in the money movement category. However, WU had been losing share of international transfers to dotcom start-ups and neglect.
Recent immigrants in the U.S. seek to settle into a new country often times without the support system of family or friends. They are thousands of miles away from family. The act of sending money is an act of love, kindness, and staying connected.
Highlight the benefit of our wide-network, which is helping our consumers to connect emotionally with loved ones far away, by showing that transferring money back home was a great way to still be part of their lives in a meaningful way.
Our approach had to be cohesive, but nimble enough to allow cultural nuance to permeate the campaign. While nuance differed drastically across markets, creative was delivered via a hyper-targeted media plan ensuring right message to right audience.
"Ahmed :30" (Pakistan)
"Belinda :30 (Ghana)
"Willie :30" (Philippines)
"Matali :30" (India)
"Jorge :30" (Mexico)
Western Union CEO Hikmet Ersek delivers heartfelt end of year message to customers.
Jamal Hashi (Ghana) testimonial used for social content
Princess Estavillo (Philippines) testimonial used for social content
Hira Zubair (Pakistan) testimonial used for social content
Western Union and F.C. Inter Milan partner for local community outreach program.
Lift in annual transactional growth for three consecutive years.
Lift in annual revenue growth for three consecutive years.
Lift in transactions during promotion.
Impressive consumer engagement in social media that helped to perpetuate greater prioritization by WU for this communication channel