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?