Challenge
Western Union wanted to reconnect with a younger audience that didn’t see the brand as relevant to their lives. College students viewed it as something their parents used, not a quick or modern way to move money. The challenge was to reposition Western Union within campus culture—making it feel social, useful, and part of everyday student life.
Strategy
We created a digital ecosystem designed to live where students already spent their time: online and on Facebook. The goal was to blend entertainment, competition, and real financial awareness—turning Western Union into a brand that fit naturally into student routines.
The approach centered on a college microsite supported by social experiences that encouraged humor, creativity, and collaboration. The tone was intentionally confident and playful—peer-to-peer rather than corporate.
Concept
The microsite served as a hub for interactive content and social activations that inspired participation throughout the school year:
Surviving College 101: A budgeting game that let students “survive the semester” by managing a virtual student’s time, food, and finances. Weekly tips and a budget calculator tied gameplay to real-world lessons.
College Cheer: A national spirit competition where schools battled for the title of “Most Spirited,” with points earned through photos, posts, and friendly rivalries.
Create Your Own Palooza: A creativity challenge where students designed their dream campus festival. The winning idea earned a live concert on their campus.
Each concept merged connection and competition—reinforcing Western Union’s message of speed, community, and empowerment.
My Role
As Associate Creative Director, I guided the concept development, creative direction, and overall tone for the campaign. I also provided UX support, creating user flows and early wireframes that mapped how students would navigate between Facebook apps, games, and Western Union’s core services.
The design emphasized seamless interaction, quick engagement, and a conversational tone that reflected the pace and humor of student life.
Outcome
The concepts repositioned Western Union as a modern digital ally for students—fast, approachable, and connected. By merging play, social sharing, and practical value, the work showed how a financial brand could feel relevant in a culture driven by participation and creativity.
Though the project remained conceptual, it anticipated how brands would later use gamified engagement and UX storytelling to build authentic relationships with young audiences.
Agency: Euro RSCG
Role: Associate Creative Director / UX Support
Role: Associate Creative Director / UX Support
