Long journeys, and the prospect of being stuck in an endless line of cars at the border, tend to make travellers more receptive. That's why we distributed thousands of branded materials (brochures, branded car scents, sunshades, caps, small journey pillows, bottles of water, and posters on ferries), plus used close-circuit TV systems and the like at crucial contact points in Turkey to spread the word about Western Union.

Western Union saw outbound transactions, money coming into Turkey from abroad, reach record-breaking levels in the month after the campaign. It has also created firm emotional bonds with its target audience, while decreasing the cost per thousand by 70% compared to mass media investment.