Uniting Western Union with Sport
Reuniting with sports to drive consumer engagement with the Western Union brand and to deliver crucial end of year results.
To maintain business growth WU needed to continue to build positive brand awareness with new segments of money senders and invested in a major Q4 push to build momentum into 2020. A similar investment in a ‘traditional’ TV, OLV and OOH approach in 2018 had not delivered the desired spike in new customers, so we had to do something different.
WHAT WE DID
We leveraged the power of our target’s passion for sport and integrated the WU brand into International Cricket, A-League Football and NBL Basketball in a multi-channel approach using in-stadium branding, match integration, broadcast sponsorships, traditional ad spots and integrated consumer promotions - ensuring that if you went to a game, watched on TV, listened to the call on the radio or just caught the highlights on YouTube you couldn’t miss Western Union. All of this resulted in hard acquisition target increases of 15-20% in the months the campaign was live.
YOY growth in Q4 new customers
YOY annual business growth