Western Union launched a promo to stay competitive during the high money transfer season over the holidays. The discounted rate wasn’t enough though to make the offer stand out. The ‘Spread the Cheer!’ campaign harked on the tradition of enclosing cash in holiday cards sent to loved ones and merged it with a smartphone experience. Virtual card shelves were placed in the wall spaces of malls, subway stops, and even inside buses. People scanned the QR code of their chosen card that took them to a microsite where they sent it off and invited afterward to enjoy the promo.

This campaign did not only overachieve its targets, but it also got recognized with a prestigious CASSIE award for excellence.