Early in 2019, Western Union, as the first financial institution so far, had the chance to take over the Burj Khalifa for 3 minutes – a promotional space that is usually exclusive to lifestyle and luxury brands like Cartier or Jaguar.
Planning a campaign of this size within a few weeks while managing various internal and external stakeholders presented us with a unique opportunity and a completely new challenge at the same time. To make it work, we structured the whole campaign into three main phases, starting with a teaser two weeks before the event.
Different messages had been defined for each of the stages, building a helpful framework that enabled us to drive our goals at various stages of the campaign, all using the Hashtag #DubaiYellowAndBlack.
The first phase involved a call for UGC (user-generated content) within our communities on Western Union’s social channels but also using OOH media in Dubai as well as local news platforms and influencers to generate awareness for the event as well as the recently launched app in the region.
In addition to partnering with local news and influencers, we managed to engage our audience and use our fans in the region as multipliers of our message by adding a UGC element to this pre-event campaign.
After hosting an event on the world’s biggest stage, Western Union wanted to give its users a huge stage too. Over 100 images have been published by users, many of them were published on the Global Western Union Facebook page after the event, taking over the full channel for a day.
We couldn’t have thought about a better way to drive awareness for the recently launched Western Union® app in the UAE.
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