WE WERE ASKED:
Western Union sought to develop a holiday campaign that would deliver a globally appealing message to its core consumer - a diverse community of immigrants who support their families back home and send money abroad.
Developed an emotionally charged “surprise and delight” campaign, documenting how Western Union brought customers closer to their families for the holidays. Surprised customers by secretly contacting their families and delivering their favorite home cooked meal in a pop-up dining room at Western Union. Created a social and digital media platform to further engage existing customers, collecting and sharing their stories with the world.
All campaign concepting and execution was managed within a quick 2-month timeline to hit the holiday season.
HELD A CUSTOMER-APPRECIATION EVENT AT WESTERN UNION’S ICONIC TIMES SQUARE RETAIL LOCATION, WHERE WE INVITED CUSTOMERS TO SHARE THEIR STORIES AROUND FOOD, FAMILY AND CULTURE ON CAMERA.
AFTER CAREFUL SELECTION, 3 CUSTOMERS WERE SELECTED TO RE-ENGAGE WITH FOR “SURPRISE AND DELIGHT” CAMPAIGN.
THE RESULTS WERE SHARED ON OUR SOCIAL CHANNELS AND SUPPORTED BY PAID MEDIA (FACEBOOK, PR AND BLOGGER OUTREACH, DEDICATED WEBSITE, YOUTUBE, AND OWNED GLOBAL CHANNELS).
100 M campaign impressions
10 M + video views across all platforms
3.5M views on YouTube
500K+ total campaign interactions
5K+ social mentions of #WUHomeCooked Campaign
AVA Digital Awards Gold Winner