Western Union was offering a promo rate of $5 to send $50 during the holiday season. But so were their competitors. So Western Union wanted an approach that would rise about the clutter, and increase sales by encouraging people to send money to friends and family, despite the fact that they are a premium service provider with higher rates.
Multi-ethnic (Chinese, Caribbean, Filipino, Hispanic and South Asian)
People have always loved to send holiday cards with cash gifts. But in an era of electronic transfers, that doesn’t happen as much anymore, so there’s a sense of nostalgia around the practice. Pairing ecards with money gifts was a perfect fit.
Our Spread the Cheer campaign paired the “money in a card” tradition with technology that featured Facebook integration. Virtual card shops were set up in street cars, buses, transit stations and malls with high ethnic foot traffic. Users could choose a multicultural ecard, scan a QR code, and use a microsite to send it electronically – all for free. A message would then invite them to send $50 for $5 to the recipient, with a number of convenient options. Media was placed in non-traditional spaces (like street car ceilings) and carollers sang near kiosks to spread the cheer – and spread the word about the holiday promo.
The campaign doubled the previous year’s sales – with a spend of less than 2% of revenue. The microsite got 132, 514 page visits (81% new users), and the QR code had 4,471 scans for an average of 150 a day. Plus, the creative got a Bronze CASSIES award in the “Events, Seasonal and Short-term” category. Now those are some results to cheer about!