DUREMENT GAGNÉ, FACILEMENT ENVOYÉ
Creation of an advertising campaign for the French market.
Digital and OOH/DOOH campaign in Paris, Lyon, and Marseille targeting the diasporas living in France.
Western Union called on the Advertising & Digital division of Delasource to design an advertising campaign targeting the diasporas from the Maghreb, Sub-Saharan Africa, and Turkey residing in France.
The objective of this campaign was to promote the use of Western Union as the simplest way to send money abroad, whether via the mobile app, the website, or the network of physical retail locations.
The key performance indicators (KPIs) aimed to increase the acquisition of new customers while modernizing and humanizing the brand perception, which benefits from a history of over 150 years.
We developed a concept that highlights target customers who earn their living through hard work, and values the sacrifices they make to share part of their income with their loved ones back home.
The idea was to depict workers at their workplace, easily identifiable (chef, artisan, doctor), who show a certain pride in being able to financially support their loved ones thanks to Western Union. This approach is accompanied by the campaign’s baseline: “Durement gagné, facilement envoyé“.
The media plan spanned a 6-month period, with key moments during various religious holidays such as Ramadan or Eid.
We started with a Digital deployment (on social networks, display, search engines, through affiliate partnerships and influencers), with strong visibility on Meta, Snapchat, and TikTok, as well as a few weeks of broadcasting on ethnic television channels.
Subsequently, we complemented this deployment with an OOH and DOOH presence in the cities of Paris, Lyon, and Marseille.
In total, more than 100 assets (static images, videos, GIFs) were delivered to media agencies to ensure the complete deployment of this campaign.
