Western Union wanted to promote, build and introduce their new mobile app product to Caribbean consumers in South Florida. In collaboration with agent partner, Publix, the goal was to introduce the mobile product to consumers and illustrate the navigation process from mobile entry to in-store transaction processing.
VJP managed and activated a two-tier product awareness campaign. One, consisting of in-store promotions at 18 Publix locations. The other consisted of a sponsor partnership at a regional Caribbean festival in South Florida. Promotional efforts yielded direct, hands-on engagements with more than 6,000 customers from in-store promotions. This festival investment yielded 6.7 million impressions, generated from traditional, digital, social media and on-site consumer activations.