Western Union have created PASS which, in partnership with UEFA and UNICEF, converted every pass in the UEL into funds to support a day of education for children who needed it most. The programme committed to creating 1 million days over 3 years.

Western Union's partnership with the UEFA Europa League was an opportunity to talk to a new audience - football fans - and bring the brand's purpose - 'Moving Money For better' - to life. However, the brand had no credibility within football and so needed a way to win the media and football fan's hearts and minds and show them what the brand stood for. This is how PASS was born. Launched with a targeted PR campaign, social media, content films and a microsite housing unique content, PASS redefined sports sponsorship. Each match day PASS gave the football media and fans around the world a unique' story' from the passing data, player match ups and team stats. PASS then partnered with key football media platforms Goal.com and FourFourTwo, generating editorial and digital support and advocacy.

The PR focus then aligned in making PASS the keynote at global industry conferences, and Ambassadors, Falcao and Vieria were used for influencer and media events, and fan activations to build media and customer relationships. The campaign reached an audience of 900 million people in 170 countries while credibility reached such levels that Sky Sports called it ' the hottest property in football' and UEL players provided interviews to support the campaign unpaid.

PASS launched in September through a PR digital media campaign amongst global football media, bloggers and social media networks led by a content film featuring football icon and PASS Ambassador Patrick Vieira.

From September onwards, a story with a unique angle was created each match week that focused on insights into the passing data, the tournament's players and match ups.

In October and November, OPTA, FourFourTwo and Goal.com became partners to increase credibility Falcao, signed up as a global PASS ambassador.

From October, PASS was showcased at football and sponsorship conferences - including 'Beyond Sport' and 'Leaders in Football'.

From January onwards, the PR focus moved to UEFA's PR and Media team leading to players from the UEL giving unpaid impromptu interviews to show support for PASS.

WU CRM program, 501% ROI, 300% CTR increase.

100 new leads for Business Solutions division using assets.

Social media had 98% positive sentiment.

Over 100,000 unique microsite visits.

Site dwell time 600%+ than average per Nielson data.

Brand recall at 53% in 3mos.

63% of fans recalled WU as 'money transfer' and name at least two products.

1million video views of proprietary content.

A global audience of 900 million in 170 countries.

Keynote at 'Beyond Sport' and 'Leaders in Football' conferences.

Sky Sports called PASS ' the hottest property in football'.

InterMilan, Chelsea, Tottenham, Benfica and Liverpool FC publicaly supported PASS.