Western Union Gets It? Amazingly, Yes.
Few brands sound more anachronistic than Western Union.
So I was skeptical when I first saw the bright, contemporary Western Union “Yes” campaign when it was launched in NYC a few months ago.
This striking ad (see video above), which I saw for the first time today, finally made me curious enough to go online to learn more.
To my surprise, I found a simple but superbly integrated campaign built around the “Yes” theme that positions the money-transfer provider as a company that “connects families around the world.” Poignant customer stories lend both credence and heart to that claim.
Congrats to WU and its agency. The effort may appear head-scratching at first. But it’s an outstanding example of how to rebrand a company around a higher cause, rather than a feature-and-benefit analysis.
Frank J. Oswald
WOULD YOU RENAME WESTERN UNION? I’m still thinking about this boldness of this campaign, especially in these timid times. Could a name change be next? Or would it be too expensive, given WU’s ubiquitous presence and global name recognition?
1 Comment
View Printer Friendly Version
Email Article to Friend
Reader Comments (1)
I too was a bit skeptical. I chalk it up to not being in their core demographic. This campaign surely makes a lot of sense in urban centers, especially NYC. Very impressed with how they're playing it out online and with connecting it to a higher cause (as you've noted).
I will say however that I don't quite get the art direction. It feels very Slim Jim and youth oriented. Are they trying to generate more awareness with that group? Doesn't seem like it with the stories on the site.
But definitely a thumbs up with doing something refreshing and unexpected with a brand that's off many people's radar.