‘New Lower Fees’ – £2.90 Caribbean Activation

CHALLENGE

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.

EXPERIENCE

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.

 

SHARING

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