Case study

Western Union: Yellow Santa Tour 2024

Western Union is a global leader in international money transfers. An American company, they have several divisions, with products such as person-to-person money transfer, money orders, business payments and commercial services. We are proud to say that we have been working with Western Union for many years now and here you can find a sample of the many campaigns we have executed on behalf of Western Union over the years.

The brief

Western Union wanted to create a standout brand experience during the festive season to engage families, build brand affinity, and encourage consumers to use their money transfer services. The campaign needed to be interactive, memorable, and aligned with Western Union’s brand purpose of connecting loved ones globally.

Western Union: Yellow Santa Tour 2024 gallery image

Mechanics

To bring the campaign to life, GottaBe! Marketing introduced “Yellow Santa,” a reimagined version of the traditional Santa Claus dressed in Western Union’s signature yellow.

Yellow Santa visited high-footfall shopping centres, including the Bullring (Birmingham), Trafford Centre (Manchester), and Westfield Stratford (London), creating a buzz among shoppers. He engaged with families, handed out golden chocolate coins, and granted Christmas wishes to children, making each interaction meaningful. The activation was designed to be both experiential and shareable, enhancing Western Union’s visibility in the competitive festive season.

Results

The Yellow Santa campaign successfully delivered an engaging, interactive brand experience, leaving a lasting impression on families.

By blending a beloved festive tradition with Western Union’s brand identity, the campaign strengthened emotional connections with consumers and positioned Western Union as the go-to choice for international money transfers during the festive season.