Western Union: THE WAY TO HOME!

Credits & Description:

Advertising Agency: MEDIAVEST , Moscow, RUSSIA
Date Of 1st Implementation: 05/03/2007
Advertising Agency: MEDIAVEST , Moscow, RUSSIA
Name Company Position
Berezovskaya Irina MediaVest Special Projects&Sponsorship Director
Krause Marina MediaVest Media Director
Potapova Angelina MediaVest Media Planner
Type of Media Date of 1st Implementation Media Placement
TV campaign 5 March 2007 Pervy Channel (national)
Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
We integrated WU into highly emotional popular TV program “Wait for Me”. The main concept behind this TV program is to search for lost people around the world. The program is broadcasted in Russia, CIS countries, Israel, Europe and the USA. Our strategy was to add tangible value to the program via real help to people.
Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
WU ensured money transfers to loved people abroad who are in trouble and helped them come back to home, to their families! With each money transfer we send more than money – help, hope, love…
Show how the media idea travelled across different touch points and successfully reached the target audience.
Russian senders: residents of Russia, senders from city to city within the country (Intra).
Senders from Russia to CIS, Europe, USA.
Immigrants living abroad.

Show how the execution maximised the value of the investment and generated business results
Client feedback: “It worked perfectly well” due to excellent TA response:
39% TV commercial ad recognition among senders in Russia – for the ad placed in Wait for Me
+16% in 2006-2007 TV advertising awareness in Russia (senders)