For the past fifteen years, AVcommunications has been the agency-of-record for Western Union. As a leading international money transfer company, it has a strong interest in reaching ethnic communities across Canada. Employing its deep knowledge of multicultural markets, AV has executed on a variety of initiatives for Western Union including traditional and digital campaign development, social media marketing, events and retail activations as well as conference management.

The Ask

Western Union wanted to introduce their new brand platform “THIS IS WU” in Canada and “WU” as their new global moniker in a way that engaged and involved customers.

The Audience

Multi-ethnic, money transfer users, 21-60 years old

The AV Answer

The target audience for this campaign was found to use selfies as a way to keep in touch with loved ones who are far away from them.

Employing the power of the selfie, AV created a “casting call” to generate a new, multi-ethnic talent pool for Western Union Canada’s upcoming campaigns on the new “THIS IS WU” platform.

Participants uploaded their selfies to a microsite for a chance at $500 and to appear in the campaigns. Selected selfies were displayed on huge, outdoor digital screens in Toronto and Vancouver. Five grand prize winners, chosen by popular vote and a Western Union jury, became the new faces of the WU platform and succeeding brand ad campaigns.

Overall the campaign received:
• 2,041 participants
• 125,355 votes
• 6,770,196 media impressions.