Western Union (WU) ran a micro-targeted multi-format OOH campaign reaching specific ethnic groups across the UK’s main cities, prompting trial of their newest global money transfer mobile app.
The challenge was for Western Union to drive trial of its digital services amongst their UK retail audience. In order to do this, we needed to raise awareness of WU’s digital products in those key retails areas that also reached a high proportion of the ethnic minority target audience.
The Out-of-Home campaign worked hardest in London where the majority of activity was focused, increasing spontaneous awareness of the brand, consideration and knowledge of the new product offering.
Almost half of the target audience in London recalled having seen the OOH campaign
Spontaneous awareness increased 18 percentage points
Consideration of Western Union increased by 16 percentage points
Awareness of the key message – that you ‘can send money online or via mobile’ – increased 8 percentage points