New Service Launch for Western Union

 Send money in minutes directly to a bank account in India


Always enhancing their service for loyal and new customers, Western Union added an even more convenient and faster offering to their Direct to Bank service by launching their Direct to Bank in Minutes to India in January 2015 for. Direct to Bank had proven to be a very popular service so it was imperative to Western Union to retain the existing customer base and build new customer relationships with the ‘instant’ element of the service. Our role was to plan and implement an engaging and emotive campaign for the launch.


Community Appeal



Our Solution

A selection of touch points complimented by engagement activity built around the common resonance of masala chai.


In Store Branding

  • Visits to over 300 stores in key demographic areas across UK including London, Birmingham, Manchester and Leicester to display campaign POS


Experiential – WU Chai Van

  • Travelling to key areas in London, Leicester and Birmingham
  • WU brand ambassadors giving free tea in special WU branded travel cups and engaging with audience communicating campaign Incentive
  • WU brand ambassadors together with leaflets distributed scratch cards for customers to have the chance to win £100 leisure voucher for the family


Media- South Asian TV and Radio

  • 4 week TV campaign on key television channels with spots strategically positioned for optimum viewing
  • 4 Radio campaign on key stations with high community reach in London, Birmingham and Leicester



  • WU ambassadors out in the field across a 4 week period in key demographic hotspots distributing leaflets and scratch cards


Commercial Production

  • Creation of 30 Seconds TV commercial
  • Creation of 30 Seconds Radio commercial



The Result:


A very well perceived campaign by the community with excellent engagement results.



NB: Our clients relationships are of utmost value to us so for sensitive and confidential internal information ‘mums the word’ always

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