Western Union: How to move money for better

Rajesh Sharma, Neerja Goswami

Money transfer service Western Union used a multichannel approach to change its image of a transactional brand to drive use of its services in India.

Campaign details

Brand: Western UnionBrand owner: Western UnionLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Financial services (general)Media channels: Events & experiential, Online video, Point-of-purchase, in-store, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Western Union came to us with a business objective to increase the number of transactions and the amount of money sent back to India. It was a complex task to grow an already dying category of service.

We asked ourselves, remitting money from sender to receiver can be done by any medium,...

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