Western Union – Diwali on Trafalgar Square
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.
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.
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.
- Brand experience
- Face to face engagement
- Promotional staffing – Brand Ambassadors
- Sponsorship advertising