‘New Lower Fees’ – £2.90 Caribbean Activation


Western Union needed a tactical idea that was highly targeted and could get a powerful message to the heart of the Caribbean community, to trigger behavioural change.


We designed and built the £2.90 penalty kick stand. Consumers were encouraged to participate in a competition to win a family reunion at the UEFA Europa League Final in Turin.

Using our unique ‘Lucrative Locations’ software, we located regions that over-indexed on the Caribbean Community. We created additional sharing by sourcing John Barnes as an Ambassador.



Mass sharing was achieved through Experiential, PR, Data Capture, Partnerships and Social Media interactions.