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Client: Western Union
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Program Objective:
To significantly increase WU transactions to Latin America through consumer education on Western Union’s value proposition leveraging corridor-specific attributes.

Service Description:

  • 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.

growth
Results:
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.