Western Union Says Yes
Western Union, an international company known for global monetary transfer services, has launched its first global brand initiative in the company’s 150-year history. Can One Word Answer a Million Different Needs? Global Money-Transfer Company Says yes!
Western Union’s global yes! campaign – the result of extensive consumer research from around the world – is a burst of positive. The campaign targets the 200 million people who live outside their country of origin and embraces their hopes and dreams. It is estimated that these consumers sent nearly $400 billion in remittances to their loved ones in 2008.
The yes! brand campaign elements, translated into 40 languages, include print, broadcast and online advertising, street art, billboards and other out-of-home creative, point-of sale materials for more than 320,000 Western Union agents in more than 200 countries and territories.
A dedicated microsite, www.thepowerofyes.com, will launch on February 23. The site will enable ongoing consumer/brand engagement by empowering people to share their stories of optimism and success. In exchange for each story shared, the Western Union Foundation will donate $1 to one of three participating nonprofits: Academy for Educational Development, Mercy Corps or Room to Read
“This is a very exciting time for Western Union,” said Gail Galuppo, Executive Vice President and Chief Marketing Officer, Western Union. “Western Union believes in people who are on the move in pursuit of their dreams. Even in these uncertain times, the optimism and positivity of our consumers is inspiring. This campaign reflects their can-do spirit. Can a mother send her love to her son from 6,000 miles away? The answer is yes! Western Union’s services enable these connections between people around the globe. ”
Western Union’s agency of record is Publicis Hong Kong. Filming was shot in Morocco, Singapore, Los Angeles and Cape Town, by Partizan director Antoine Bardou-Jacquet, photojournalist Steve McCurry and Typographer David Carson. Music in the TV commercial is “Stand Up” by Paris based Hindi Zahra. Graffiti/street art is by Belgian artist Chase.