Western Union lives a multicultural American Dream
Stephen WhitesideWarc
Western Union's money-transfer service – in retail stores, online and via mobile app – offers a trusted solution for an essential consumer need.
Despite the importance attached to safely sending and receiving funds, however, the brand often is viewed in highly functional terms. As a consequence, identifying more emotional ways to engage consumers offered the chance to deepen its existing customer relationships and, potentially, reach a far wider audience.
"If you want to drive recall, you have to rely on content and storytelling," Nidhi Gupta, Director/Marketing at Western Union, argued...