To significantly increase WU transactions to Latin America through consumer education on Western Union’s value proposition leveraging corridor-specific attributes.
- EH developed concepts, identified the key prospect areas of concentration, and implemented activations in 9 markets.
- Markets: Los Angeles, New York, Chicago, Houston, Atlanta, Washington DC, Raleigh, Tampa, and Orlando.
- Street Marketing: canvass key Hispanic communities and convey the main benefits that consumers will gain when choosing Western Union as their main money transfer service.
- Flea Markets Spots: EH secured booths at key flea markets. To educate consumers about Western Union benefits, EH implemented an interactive program: Play, Win, and Learn with Western Union.
Street marketing doubled the rate of acceleration in transaction growth compared to that of DMAs without street marketing activity. These results can be attributed to more rapid awareness build-up of WU’s new corridor-specific price and service attributes driven by word-of-mouth generated by street interaction.