Western Union is the largest money transfer service on the planet. From 2012 to 2014 they significantly developed their online sales. As a main digital partner, we were charged with increasing the effectiveness of the campaign. We focused on emotions and were able to stand out on the market and quickly increase CTR.
Western Union is one of the clients that has been with us from the start. At one point, we took care of 90% oft he digital activities of global departments. One task was to increase the effectiveness of a campaign promoting a new European service.
Money transfer services are quite simple and not very exciting, especially as most of the information is about pricing and technical details. What’s more, the campaign was supposed to cover countries across the globe, which meant it had to translate culturally and linguistically.
We decided to limit the informational aspect of the campaign, which in itself doesn’t attract the attention of customers. We shifted the focus towards emotions and storytelling, which allowed us to innovate and stand out against the competition.
Over the years, we have operated on various overseas communication platforms, including “Yes”, “Time Line” and “This is WU”. We’ve worked with global agencies in the United States, Great Britain and more.
During our digital campaign, we also co-operated with the Western Union CRM Team in Vilnius. Our task was to prepare create materials and mailers which would activate various client groups.
We turned the preparation of mailers into a creative process. We asked users who had not used Western Union transfers in a while where they had been. We then used storytelling to create different scenarios about how they might have been spending their time.
We wanted to show how dual nationality should be a source of great pride. This pride was personified by the Western Union ambassador for the campaign, football star Patrick Vieira, a World Cup winner with France who was born in Senegal.
We also prepare other client activation content, including as part of the “Dual Belonging” communication platform. It spoke to immigrants about the emotions they carry towards their two homelands: the land of their birth and that in which they live.
We created a landing page and designed t-shirts which we gave away as prizes in a draw. The campaign covered nine countries, including the US, Spain, Russia and Saudi Arabia.