Western Union, a known money transfer system, is planning to launch a new “Yes!” brand campaign across the globe. The campaign is said to be the result of extensive consumer research from around the world. It targets the 200 million people who live outside their country of origin. According to the recorded data these people sent around $400 billion in remittances to their loved ones in 2008.
The campaign will employ robust multi-channel elements intended to broaden and improve brand communications within each of the more than 200 countries and territories where Western Union has its operations. Creative team for the campaign was arranged by Western Union in association with global agency of record Publicis Hong Kong. The remittance company selected such people as film director Antoine Bardou-Jacquet, celebrated photojournalist Steve McCurry and famed typographer David Carson for the humanity in their work and the contemporary fresh face their collaboration brings to the brand.
The title for the promotion campaign was chosen on the basis of the optimism and hope inherent in the word. The company will use such elements as print, broadcast and online advertising; online consumer engagement via a dedicated campaign microsite; a cause marketing promotion tied to The Western Union Foundation; street art, billboards and other out-of-home creative; point-of-sale materials for more than 320,000 Western Union® Agents in more than 200 countries and territories.