12 Markets 1 Message
We helped Western Union create communication and media plans to hyper target both domestic and international money transfer markets within the U.S.
While Western Union is the largest money transfer company in the world, in recent years it has faced aggressive competition from newer players, causing it to lose market share.
Our challenge was to come up with a cohesive campaign that would help Western Union regain relevance within 12 different markets in the U.S.
We found that while these 12 markets were extremely disparate - Filipinos, Nigerians, Brazilians and Russians behave very differently - we found one common thread. All immigrants feel a sense of gratitude to the family back home that helped them emigrate to the U.S. We created a campaign that focused on ease for money receivers back home.
We called the campaign NEVER TOO FAR. Ensuring that this was a living and breathing campaign, we created a series of social videos showcasing true stories of real people, and how Western Union made them feel that they still had a meaningful role in the lives of their families back home.