Western Union money transfers are mainly used by emigrants living abroad who want to send money back to their families in their homelands. In 2015, after observing the rapid rise in Ukrainian workers and students in Poland, WU asked us prepare a dedicated strategy and plan of action to engage this new, potential client base.
strategy, creation, production
digital, print, outdoor, BTL, event, field marketing
How do you speak to a constantly growing group of guests in your country from across the Eastern border? What is most important to them and how to you reach them in the most effective way?
Analysis and research
When working on our strategy, we reached out to dozens of Ukrainians who are active in their community. We also worked with organizations supporting immigrants from the east and made a map of the key locations and touchpoints for the group, such as churches, train stations, and civil offices in both Poland and Ukraine.
The choice of Ukrainians
From the beginning, we wanted to take advantage of the fact that WU was known to many Ukrainians living in Poland before the main wave of migration started in 2014. “This is the choice of thousands of Ukrainians in Poland” was the umbrella slogan for this action which we found to be consistent with the global “This is WU” platform.
The heart of the campaign, which was conducted on carefully selected digital and outdoor channels, was an extensive website dedicated to Ukrainians. It outlined the services and enabled transactions, as well as offering valuable information about life in Poland.
The campaign had several stages, each of which focused on a different element of the wider campaign and called out its benefits.
Field marketing was one of the more important parts of our activities. We welcomed Ukrainians who were just arriving from across the Vistula River and helped them acclimatize during their first weeks in Poland with a specially-prepared guide book.
1. The website does not automatically collect any information, except for information contained in cookies.
2. Cookie are IT data, in particular text files, which are stored in the terminal equipment of the Service User and are designed to use the Website. Cookies usually contain the name of the website from which they come from, the time they are stored on your terminal equipment and a unique number.
3. The entity placing on the terminal equipment of the Service User cookies and obtaining access to them is the operator of the Service Neon Shake with its registered office at the address ul. Gabrieli Zapolska 1/310, 50-032 Wrocław.
4. Cookie files are used for the purpose:
a) adjusting the content of the Website to the User's preferences and optimising the use of the Website; in particular, these files make it possible to recognise the Website User's device and to display the Website accordingly, adjusted to their individual needs;
b) create statistics that help to understand how Service Users use the websites, which allows to improve their structure and content;
c) maintaining a Service User session (once logged in) so that the User does not have to re-enter his/her login and password on each subpage of the Service;
5. Two basic types of cookies are used within the Service: "session" (session cookies) and "permanent" (persistent cookies). Session" cookies are temporary files, which are stored in the user's terminal device until logging out, leaving the website or turning off the software (web browser). "Persistent" cookies are stored in the User's terminal equipment for the time specified in the parameters of cookies or until they are deleted by the User.
6. The following types of cookies are used in the Service:
a) "necessary" cookie files, enabling the use of services available within the Service, e.g. authentication of cookie files used for services requiring authentication within the Service;
b) "functional" cookie files, enabling "remembering" of settings selected by a User and personalization of User's interface, e.g. in the scope of a selected language or region, from which a User comes from, font size, appearance of a website etc;
c) "Analytical" cookie files, enabling the collection of information on how to use the Website's websites;
7. In many cases the software used to browse the web pages (web browser) by default allows to store cookies in the User's device. Service Users may at any time change the settings for cookies. These settings can be changed in particular in such a way as to block the automatic handling of cookies in the settings of the Internet browser or inform about their placement in the device of the Service User. Detailed information about the possibilities and ways of handling cookies are available in the software settings (Internet browser).
9. Cookie files placed in the final device of the Service User and may also be used by advertisers and partners cooperating with the Service Operator.
10. More information about cookie files in the "Help" section of the Internet browser menu.