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.
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.