Western Union
Project 1
“Send it their way”
Brief:
So, the good news is that you no longer have to physically drag yourself to a Western Union location to send or receive money because now they have options for all your particular preferences - like having money just sent straight to your bank account. The bad news? Hardly anyone realizes that yet.
Solve:
A global campaign celebrating loved ones around the world who prefer to have their money sent directly to their bank account … and their other particular preferences and obsessions.
Broadcast
Aunt Tina in the Philippines
Mom in Mexico
Vikram in India
Mother’s Day in Mexico
Social & Digital
For our paid social and digital we targeted the very specific global corridors / markets that inspired the characters and scenarios of our broadcast spots: People in the US sending money to the Philipines, people in the US sending money to Mexico and people in the UK sending money to India.
Project 2
Loyalty PROGRAM
rebrand
Brief:
A newly rebranded Western Union calls for a newly rebranded rewards program, identity and a global reintroduction.
Solve:
Introducing: Western Union Rewards! We renamed and rebranded Western Union’s loyalty program, created a global brand book and toolkit for all the regional markets around the globe and kicked off our global campaign in the US and Paris.
Name & Visual Identity
“Western Union Rewards” Simple. Straight-forward. Encouraging. After exploring and testing names on a scale from high-concept to hard-working, the latter won our test group over way after it already had our vote.
Visual Identity: The iconic Western Union yellow and black can be seen on every post, poster, webpage and billboard from the brand. While Western Union is thrilled about the strong brand linkage of those colors, we saw this as an opportunity to feature one of the brand’s secondary colors: green. Fresh, friendly, and financial - we wanted the loyalty communications to stand out from the rest of our offers.
Campaign Positioning
Now that we had a name, it was time to position what Western Union Rewards means for our loyal customers and to introduce the first loyalty program that not only rewards the people sending the money, but the people receiving it, as well.
Simply put, it means more.
OLV
Out of Home
Retail & Static Digital
We’re huge in France
To kick off the global rollout, we worked closely with Parisian agency Rosbeef to transcreate the concepts and copy of the campaign to appeal to French and North African markets. Très chic.
