American Dream Sweepstakes
WESTERN UNION
CHALLENGE
It can be challenging to radically modernize brand perception of one of the most long-standing brands on the planet. While Western Union is a household name at 164-years old, Western Union was challenged by its primary recognition for its retail Agent channel instead of its newer digital channels (westernunion.com and the WU App). The WU team needed a campaign that would dramatically increase awareness of its digital services among our diverse target markets, and ultimately drive money transfer conversions on those digital properties.
SOLUTION
Knowing that first and second generation immigrants (“dual-belongers”) make up a large portion of Western Union’s dedicated customer base, we developed a digital-first campaign that gave those customers a chance to win the American Dream. Dynamic campaign content included a documentary-style spot shot across 13 states to hear from real, diverse Americans about whether the American Dream was alive. From a cattle farmer in Texas, to a politician in Washington, to a pilot in Alaska, we found resounding optimism and hope in both native-born and immigrant populations.
Midway through the campaign we launched a spot revealing that Western Union employees are diverse American dreamers, too, interviewing everyone from Western Union’s CEO, to the marketing team, to the engineering department, about the significance of the American dream in their lives.
Near the tail end of the campaign, we profiled three actual American Dream Sweepstakes winners and explored the emotional stories of how they used their prize winnings for better. From eye surgery, to reuniting with family in Mexico, to a backpacking trip before deployment, we showed our audience the impact of the American Dream Sweepstakes and encouraged them to enter for their chance to win, too.
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