Western Union
Western Union needed to do something to lift up their brand, reach out to a new audience across the globe by bringing meaning to their purpose, moving money for better.
The answer was a 10 week global PR programme called World of Betters. A competition and series of events to find out what people would do with $1k to make someone’s day better – giving 100 people the opportunity, through online voting, to make it happen.
Using the power of the digital age and in partnership with 5 iconic musicians, we created a series of regional ‘betters’ events in which Western Union moved money into a local community for that community’s benefit.
To amplify this, we created a Livestream event around the ‘Better’, activated local and regional PR media and the artists social media fanbases, both before and after, to create a powerful and wide reaching ACT that captured the imagination on both a local, regional and global level.
After 10 weeks and thousands of betters being uploaded we had 100 winning Betters, millions of hours of footage watched, nearly a billion media impressions and a programme that had made a huge difference to the perception of the brand,
After 10 weeks and thousands of betters being uploaded we had 100 winning Betters, millions of hours of footage watched, nearly a billion media impressions and a program that had made a huge difference to the perception of the brand. The nature of the audience that the brand interacted with, begun the ‘lift up’ that was needed to re-asses the relevance and purpose of WU and its role in moving money for better across the globe both as a core business and also as a CSR opportunity.
The nature of the audience that the brand interacted with, begun the ‘lift up’ that was needed to re-asses the relevance and purpose of WU and its role in moving money for better across the globe both as a core business and also as a CSR opportunity.
2300 betters, 40 countries, 1200000 votes.
In 1933 Western Union launched the Singing Telegram. In 2012 we celebrated this legacy by bringing the service to a modern audience. Using cutting edge technology we enabled senders to appear alongside their favorite music artist in a personalized video duet that they could send to friends and family.