The financial services industry is highly competitive in Peru. Since 1871, Western Union has completed money exchanges securely and according to internal research in Lima, it is considered to be an intelligent brand that is solvent and instills trust in its customers, but it is also seen as a serious, shy and foreign entity.

To overcome this perception, Western Union decided to focus on the emotional element that is often tied to exchanges.

Through “Moving Warmth for Better,” Western Union built an emotional relationship with its customers reinforcing how it is committed to connecting people and not just exchanging money.

Nearly 358,570 people saw Dia D’s prime-time program (source Ibope) with an approximate earned media coverage value of US $196,924.53. The video documentary has more than 3,800 views on YouTube.

In an industry all-too competitive, Western Union reinforced its commitment to the emotional investment of exchanges and the campaign’s most valuable result was how it improved the lives of the people in Lampa and Waskaganish. Through the exchange of knowledge and resources, the people of Lampa now have a better wardrobe and ways to keep warm, while the people of Waskaganish now have a balanced diet.

TV penetration in Lima is 98.3% while Internet usage is 35% less. The campaign focused on reaching the general public who are always watching T.V. in the capital via a segment on “Dia D”, the most influential prime-time news program in Lima. The channel traveled to Lampa to feature the exchange of knowledge for the betterment of the people of Lampa. The highly regarded earned media gave the campaign objectivity and truthfulness while the campaign video uploaded to Western Union’s landing page and its YouTube Channel reinforced the message.

“Moving Warmth for Better” is an exchange of knowledge between two cultures facing the same enemy: extreme cold. The idea was to go back to basics both with information sharing and survival for the execution and strategy.

People in Lampa, Peru die every year because they lack the right wardrobe while people from Waskaganish, Canada lack a balanced diet. Western Union arranged a knowledge exchange of both the ancient Inuit technique for protecting homes with animal hides and the proper way to cook quinoa, the Peruvian seed the can grow in the coldest temperatures.