THE CHALLENGE

As one of the world’s leading providers of cross-border business payments, Western Union Business Solutions (WUBS) is one of the most diverse payment networks in the world. This year, WUBS launched a revolutionary B2B platform (Enterprise Digital Global Exchange/“EDGE”) to help companies connect with and pay each other, taking on the likes of Amazon, Alibaba, and emerging fintech competitors. Stein IAS, as WUBS’ global demand gen AOR, was charged with positioning and launching EDGE, driving online trials and sign-ups among new customers, and migrating existing customers from WUBS’ cash management and advanced treasury solutions.

THE SOLUTION

Recognizing we needed to shift perceptions of Western Union from a “money transfer company” to a fintech innovator, we positioned EDGE as the platform for global SME’s to “Connect, Empower and Grow” their businesses. Our campaign overlaid the digital UI of EDGE on global trade imagery, showing how EDGE would become part of the fabric of doing business internationally. We launched EDGE at Money20/20, one of the world’s most important fintech events. We helped WUBS “own” it with digital out-of-home at Copenhagen airport and throughout the event, print & digital communications, a major press announcement and post-event marketing. We then accelerated with global demand generation and customer migration campaigns leveraging digital advertising, content syndication, email, content marketing, search and online video.