Banging the drum
How to communicate WU’s money transfer service to a broad, multi-lingual audience anywhere in the world, while retaining the integrity of the Western Union brand? The answer was to devise a campaign using universal symbols combined with a bold price point. From this idea we created a portfolio of ads that worked across every WU international market, regardless of language. And to ensure that the message got to the target audience, we put the executions wherever the customer would encounter them in daily life – in POS at the agent location, at transport hubs, in the street and on the move. The campaign continues to run tactically across Europe, creating measurable lifts in sales traffic whenever it is deployed.