Case study

Western Union – Diwali on Trafalgar Square 


Logo for “Western Union – Diwali on Trafalgar Square ”
Client nameWestern Union – Diwali on Trafalgar Square 
Western Union is the global leader in international money transfers. An American company with several divisions with products such as person-to-person money transfers, money orders, business payments, and commercial services. GottaBe! Ethnic has been working with Western Union for many years now. We're proud to support them with an experiential marketing activation at the first event since lockdown, Diwali on Trafalgar Square. Diwali On Trafalgar Square Diwali on Trafalgar Square is run by the Diwali in London organisation and is backed by the Mayor of London, Sadiq Khan. Diwali in London is committed to sharing the best of Diwali with Londoners and encourages participation, fresh thinking, and increasing awareness amongst the community. This year’s Diwali on Trafalgar Square Event was held on Saturday the 23rd of October. It was broadcast on the big screen at Trafalgar Square, and it is still available to watch on the Diwali in London website!
DateOctober 2021
Case studyWU at Diwali on Trafalgar Square
Objective

The campaign’s objective saw brand ambassadors engaging with the event-goers by delivering a range of activations to raise awareness of the brand while activating the latest pricing promotion.

Western Union aimed to reach ethnic minorities who use the international money transfer service. So, attending the event targeted to the South Asian community was the perfect opportunity for brand ambassadors to engage with the desired customers.

Mechanics

To effectively reach ethnic minorities, the GottaBe! team alongside brand ambassadors headed down to Diwali on Trafalgar Square.

The activations added value to the event by delivering tea lights to the public that directly link to Diwali and over 1000 bamboo boats for the public to float in the famous Trafalgar Square fountains. The floating tea lights allowed the public to write their Diwali messages or prayers; the lights represent the traditional Diya, an integral part of prayer.

At Diwali on Trafalgar Square, our brand ambassadors offered Rangoli arts and crafts alongside the Western Union stall, which also had photo opportunities, allowing families to have a printed photo of their Diwali message.

Along with the face-to-face activations, a Western Union sponsorship video advert was played on the live stream 6 times on the big screen on the Square. The live stream of the event is available to watch on the Diwali in London website.

Outcome

Diwali on Trafalgar Square saw over 16,000 people attend across the day. As the day went on and the sunset, the fountains were full of over 1000 bamboo boats with coloured lights. Images of the activation were shared across the Mayor of London’s social media to his thousands of followers. Across the day, 2000 tea lights were handed out along with branded merchandise to activate the latest pricing promotion.

Deliverables

  • Brand experience
  • Face to face engagement
  • Promotional staffing – Brand Ambassadors
  • Merchandising
  • Sponsorship advertising
Gallery

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