Results and Effectiveness

The message was received fast and clear. At all the money-transfer outlets that were tagged with strategic Billboards, 100% of all express transactions were through Western Union. As were 84% of all other transactions. The billboard generated conversation on social media and plenty of unsolicited PR as well. An informal research done at these outlets has shown that Western Union is perceived to be the fastest in money transfer. All this at 1/8th the cost of a traditional outdoor campaign.

Creative Execution

We knew that the convincing needed to happen before the customer reached the outlet. But it was easier said than done, because fastest is best experienced than stated. And the closest channel en-route to a money-transfer outlet was Billboards. So it was a challenge to create the feeling of fastest through a non-experiential channel –like Billboards. The only channel that was explored were strategically located Billboards near money-transfer outlets to let the consumer experience the brand message, just before they made a choice.

Insights, Strategy and the Idea

Business objective: Seize the lions' share of the business at the more lucrative money transfer outlets. A tough ask since it shared the outlet with 5 other money transfer services. Marketing objective: Western Union has always claimed to be the 'Fastest in Money Transfer'. But increasingly everyone has been screaming to be the same at the outlet level. Western Union needed to restake ownership to this claim; more so to justify the premium in cost. Communication Objective: To convince consumers that Western Union is THE Fastest way to transfer money. *The TG was anyone wanting to transfer money. Top of mind recall at the time of transaction, decides the choice of service. *The insight was that if it was tough to convince them at the outlet, convince them just before they reach the outlet. *The fastest in money transfer. Consumer was looking for it. The client wanted to say it.