PROJECT TITLE:
Western Union Commercials and Country Corridor Event Marketing Videos
OVERVIEW:
Western Union, a leader in financial services that has evolved from its telegraph origins in 1851 to become a global money transfer powerhouse, partnered with VJP Marketing and Communications, Inc. and One Vision Productions for a meaningful project that underscores the pivotal role the company plays for American immigrant citizens sending money back home. This narrative outlines the goals, processes, and anticipated outcomes of producing several commercials and marketing videos that portray Western Union's impact within various communities worldwide.
GOALS:
The primary aim of this project was to highlight Western Union's emotional and economic significance for immigrants in the United States. We strived to produce culturally authentic content that engaged audiences from diverse backgrounds, focusing on areas such as Africa, the Arab world, Central America, China, India, Pakistan, Peru, and the Philippines. The narrative fostered an emotional connection with viewers, showcasing Western Union as a trusted service for international money transfers and enhancing brand visibility at community event festivals.
PROCESS:
Our production process began with a thorough planning phase, which included a kickoff meeting to discuss project goals, script development that captured authentic immigrant stories, and storyboarding for visual consistency. We selected diverse talent to align with the target audience. During production, we filmed the commercials (ranging from 10 to 60 seconds) and marketing videos at community events, using high-quality equipment to capture compelling narratives. Following filming, we entered a post-production phase, where editing and audio-visual enhancements took place to ensure clarity and emotional resonance. A feedback loop with VJP allowed us to make necessary revisions for the final deliverables, which were optimized for various media platforms.
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OUTCOMES:
Through this initiative, we sought to enhance Western Union's brand awareness within immigrant communities, cultivating emotional engagement and reinforcing customer loyalty. The commercials and videos were crafted to establish Western Union as an essential link for families worldwide, highlighting its dedication to supporting the immigrant experience.
