Western Union – My Yellow Brick Road
Western Union wanted to create an emotional bond with its customers based on its worldwide reputation as one of the world’s largest and oldest money remittance company, serving the globe for over 160 years. They wanted expatriates living in the GCC to talk about their lives in their host countries, asking participants to share glimpses of their personal and professional stories and to share their proudest or happiest memories that illustrate their journey.
A non-traditional, digital approach was the way to go, which can attract customers and encourage them to participate. After a couple of brainstorming sessions and lots of coffee, our team came up with an innovative idea – #MyYellowBrickRoad, an online story portal aligned with international standards of visual design, clarity, consistency, and a user-friendly architecture. The microsite is designed inconsistency with Western Union brand guidelines and is integrated with social media channels so people can easily share their stories online.
As a result, 500+ stories were generated by participants of 28 different nationalities – and Western Union achieved its campaign objective by connecting with their customers establishing their digital database.
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Client
Western Union
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type of work
Website - Online Survey
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Date
July 2016
