Multi-lingual WU-representatives dropped-by vineyard villages and olive fields where immigrants worked to introduce themselves, face-to-face, on behalf of the brand, and invite consumers to send their smiles, via post, each time they sent money with WU at their local Correos. We took branded instant-photographs to drive messaging impact, illustrating what immigrants could send laminated upon iconic Spain postcards to loved ones during the grape and olive harvests. Photos provided consumers keepsakes of our visit and prompted their word-of-mouth. Co-branded wallet-sized booklets reinforced promotion communication. Posters positioned at high-traffic points in villages served to keep the promotion top-of-mind after visits concluded.

Immigrants are surprised and delighted by our visits to where they labored. Talk of both brands and the co-promotion spread! Consumers send over 8.000+ photograph messages, thanks to WU and Correos! WU-transactions within Correos increase 37%! (vs. 18% same period at Correos within regions where photograph action did not take place). The client requests another push with the Strawberry harvest, another active season for Spain’s working immigrants.