Feeling the Action at Champs

Western Union’s annual partnership with ISSA/Grace Kennedy Boys and Girls Championship provides an excellent connect opportunity – as part of this partnership a global promotion is rolled out – giving customers who send money to Jamaica a chance to win a VIP trip to see the Boys and Girls Champs live in Kingston. Our role was to create an engaging and emotive campaign to enhance awareness of partnership and encourage participation during promotional period.


Community Appeal:



Our Solution:

Keeping in line with the theme, we devised a plan to bring the excitement of ISSA/Grace Kennedy Boys and Girls Championship alive in UK.  A combination of touch points with a pop of engagement to evoke fun, excitement and relevance to the community. Aim was to drive transactions and entries into promotion.


In Store Branding

  • Visits to key locations in London, Birmingham and Manchester to display campaign POS and inform agents of promotion to enhance word of mouth and drive action



  • Creation of mini Champs themed event on ground in key London community hotspot encouraging fun audience participation
  • Combining buzz and engagement with one of GB and NI’s most successful sprinters of Jamaican descent Christian Malcolm
  • Gold Chocolate Coin Medals and WU Branded Water bottle distribution to all those participating
  • Photo opportunities with Christian Malcolm in branded photo booth with branded and autographed images



  • 4 week Radio campaign on key stations with high community reach
  • 4 week Online Banner campaign across key sites with high community visits
  • 2 week campaign on popular community Social Media pages including Facebook and Twitter


Commercial Production

  • Creation of 30 Seconds Radio commercial



  • WU Ambassadors on ground in key community hotspots raising appeal with leaflet distribution and branded WU Sports water bottles in line with sports theme



  • Post event coverage in key Caribbean media with highlights of winner story and experience




The Result:

Experiential - Extremely positive feedback from community members, the interaction and Christian Malcolm element was very well received with his presence adding relevance and value to the event as well as raising positive awareness for Western Union’s partnership with ISSA/Grace Kennedy Boys and Girls Championship.


Effective Media Campaign – The winner of the promotion heard the advert on one of the radio stations advertised on during campaign



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