Football unites fans and lets them share emotions, no matter where they are. Western Union took it to the next level. Polish fans living abroad were able to watch the 2015 UEFA Europa League final live in the National Stadium in Warsaw, in the company oftheir nearest and dearest.
Western Union, a main sponsor of the 2015 UEFA Europa League, wanted to make the most of the final being held in Warsaw. We were tasked with creating an unusual promotional activity for Poles living around Europe which would encourage them to make online money transfers.
We developed a competition and a multi-channel communication platform with the slogan ‘Catch a ticket!’ WU clients could win tickets to the final, along with flights and hotel rooms, for themselves and their family in Poland.
We promoted the campaign in European countries with large Polish communities – the UK, Germany, Scandinavia and, of course, Poland.
Landing pages were created for a specific market segment. We used them to both promote WU products and as a competition enter point for people transferring money to family in Poland. The competition was also open to people receiving money in Poland, so we created a second dedicated landing page. We asked clients to say who they would take to the 2015 UEFA League final and why, and gave them a code for a money transfer.
We promoted the competition on the Internet, on the radio, in local papers and in WU offices in all countries in which the competition was open to clients. Our PR articles were especially popular among Polish emigrants in the UK, Norway and Denmark.
We helped to arrange and co-ordinate the whole trip for the winners and then documented their time in Poland for a short film that promoted the WU brand image.
In co-operation with the Paris branch of the WU Brand Team, we designed and curated an incredible Fan Zone in Zamkowy Square in Warsaw. Over 10,000 people came along, including special guests like freestyle football star Krzysztof Golonka and UEFA Champions League winner Jerzy Dudek. Such a high turnout allowed Western Union to score a big win against other game sponsors present in the Fan Zone.
Our special interactive football tunnels were a big highlight and they had a higher goal. Every on-target pass of the football was exchanged by WU for Education Days for children in developing countries. And our talented guests made over 8,000 passes in total!
We also created a Hospitality Zone inside the National Stadium for Western Union managers and key business partners from around the world. Over 200 guests enjoyed the match and the entertainment in our specially-built area.