NAZAR-E-MECCA (GLIMPSE OF MECCA):

For any devout Muslim, completing the Hajj trip to the holy city of Mecca is a must, and it is the most divine experience during the month of Ramadan. However, only 1 out of 50 Indian Muslims realize their dream of visiting Mecca in their lifetime. The recent 20% reduction in Haj quota ordered by the Saudi government was causing a hindrance in performing this ‘once in a lifetime’ ritual. Moreover, millions of devotees would never be able to afford a trip to Mecca.

Upon this insight, we created a glimpse of the unattainable, possible for customers – bringing the rare experience of Mecca visit to our customers.

Nazar-E-Mecca – Bringing the experience of the aspirational Mecca, the holiest city in Islam, in front of the devotees, during the holy month of Ramadan – making Western Union a platform that enables ‘better’ for its customers.

Western Union’s Ramadan campaign ran for #30DaysOfBetter all through Ramadan across different geographies using different elements.

Our key solution being the opportunity to get a glimpse of Mecca, we took the curated content to 8 focus states across the country for the entire month through branded vans that took our campaign to the remotest pockets where the Muslim community could be found.

Moreover, on the day of Eid, the VR devices were placed in the Jamia Mosque in Hyderabad, wherein devotees could experience the spectacle in their holy place on the most important day of the year.

Also, a mobile application was created to help devotees locate mosques close to them, read the Quran online and donate a prayer to devotees in underprivileged homes as a good will gesture.

As a part of true-to-its-spirit Ramadan celebrations, we hosted an Iftar (Fast breaking) party at a home for underprivileged kids.

ACHIEVED #30DAYSOFBETTER:

Over the 30 days of experiences delivered across 8 states, precise targeting helped us engage with over 2,00,000 devotees, with zero spillage. The campaign managed to do better for the community by creating an emotional unforgettable connect with consumers that experienced our content.

THE UPWARD SPIKE:

With a -4.2% declining trend coming into Ramadan, inbound transactions to India improved 4.4% during the 30-day activity while the biggest spike was the emotional one from customers

EID 2016:

For the 11,000 consumers visiting Jamia Masjid, Hyderabad on the day of Eid, we managed to give them an experience of a lifetime. Devotees in queue found the wait worth it after experiencing Mecca in front of their eyes, on the holy day.

OVERALL:

The campaign established a strong on-ground emotional connect with customers and got Western Union to be not just a clutter breaker, but also their preferred medium of transfers.