Western Union - TVCs

Proposition – Send the gift of cash to the UK from just $7.50.

The task: to encourage UK expats living in Australia to switch from using their bank when sending money back home, and take advantage of Western Union’s cheaper rates. The strategy tapped into gift giving as the key to showing how, with Western Union, more of their money would go to the intended recipient, rather than in bank fees. On the back of this TV campaign, Western Union’s share of UK transactions has risen considerably.

Proposition – Send money direct to a UK or Irish bank account from just $7.50.

Following the launch of the first TVC, Western Union asked us to build on that success by announcing the introduction of a new ‘Direct to bank account’ service to the UK or Ireland. This allowed us to target the banks and their high fees head on with the bold and cheeky device of a bite mark. The ‘bite’ will also be used across various other media, including point of sale, and online too.