WU – the world’s largest money transfer firm – is one of the clients that had been with us since day one. Working with their branch offices in Vienna, London, Paris, Wilnius, Dublin, Warsaw, San Francisco and Frankfurt, we’ve had the chance over the years to deliver the total package on both campaigns and single marketing initiatives.
In 2015, all money transfers were recalculated. Poles sent pounds, euros or dollars to friends and family, but had to receive them as zlotys. They had no control over the exchange, which was made automatically at a rate specified by the operator. Western Union decided to change this and introduced a service that allowed receipt of money inthe currency in which it was sent. Our task was to inform customers about this new opportunity.
When you send a present to a loved one, it doesn’t change in transit. So why should pounds change to zloty when you transfer money to a relative?
The entry point was highlighting how absurd the current situation is, and showing that the new service introduced by Western Union brings about a kind of normality. It is now simply the way it always should have been. We wanted to underline that fact with a simple, unambiguous message that run through the campaign, the slogan “Get your pounds”.
Our hero and ambassador was Michał, a Pole living in the British Isles. We created a series of viral films in which Michał’s family send him presents and he receives them in alittle different form to that in which they were sent. The films were placed on a dedicated page where users could find outmore about the service on offer.
We supported the campaign with creations on display banners, as well as leaflets and posters for Western Union branch offices and agent locations.
The original campaign was aimed at Poles living in the UK or Germany, as well as those receiving funds in Poland. We then adapted the concept to other European markets.