1. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
June 24, 2014
Reaching Consumers When and Where Receptive

2. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Results Experiential Works
Charmin Big Bang
Category growth to 107
114 Volume Growth
Incremental $200MM NOS

3. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Evolution

4. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
The Gift of Money
Western Union is an ideal way to send the gift of money. It gives the power to
celebrate your loved ones no matter the occasion or the distance.
Source: CommuniSpace consumer quotes
Western Union is reliable and
I know it will get there

5. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Q2 DMT – Rio Creative Samples
Game Changer Messaging – fortify key strengths based on PSB research
Timing:
Mar 31 – May 18
Contact Plan:
- Cable & Local TV
- Local Radio
- Digital (online, mobile, Social, FB)
- D2C/CRM
- Retail POS TV Spot

6. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
DMT Transaction Performance
WU Finance data, actuals thru April, May estimated

7. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Brand Metric Significantly Stronger Post Campaign
Among those who recall seeing the Rio2 campaign, brand metrics and attributes are
significantly stronger

8. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Key attributes used in messaging increased across the board
Brand Metric Significantly Stronger Post Campaign

9. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
TV Partners
Stunt/Event Partners
Local Radio Partners
Digital Partners Outdoor
Q2 DMT Campaign Snapshot ($5 for $50)
Air Dates: March 31 – May 18, 2014

10. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Mobile is Bridging the Digital & Physical Worlds
And Provides Unprecedented Reach & Scale to the Marketing Mix
greatest growth opportunityThree swing audiences
0.84% CTR
1.20% CTR
swing targets 55% of market
Loyalists
16%
Persuadable
Non-Retail
39%
Price Sensitive
23%
Retail
Switchers
22%
1.15% CTR
.91% CTR
4.72% CTR – A Top
Performing Segment

11. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Location Matters Like Never Before
94% Look for local info
on their phones
84% Take action as a
result – call or get
directions.
Mobile
surpasses
desktop
New visits
surpass
return visits

12. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Q2 Digital/Mobile – National DMT
3/17/2014 – 5/17/2014
Total Impressions to date (through 4/27): 35,421,358
Video Completion Rates: Performance is 46.6% above benchmark
Mobile Display: Performance is 89.7% above benchmark
Top Performing:
Pinsight mobile video interstitial
Dates: 3/17/2014 – 4/27/2014
Impressions: 3,803,756
Performance is 800% above
the benchmark

13. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Q2 Digital – Hispanic
3/17/2014 – 5/11/2014
Total Impressions to date: 25,655,283
Video Completion Rates: Performance is 20% above benchmark
Mobile Display: Performance is 370% above benchmark
Top Performing:
Millennial Media
Dates: 3/17/2014 – 4/27/2014
Impressions: 998,389
Performance is 267% above
benchmark

14. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Q2 Digital – MT Agent Plans (Safeway, Publix, MoneyMart)
4/22- 5/11
Total Impressions to date: 8,679,800
Mobile Display: Performance 65% above benchmark!
Top performing placement/creative: Think Near for Publix
Top Performing:
ThinkNear Publix
Dates: 3/17/2014 – 4/27/2014
Impressions: 1,160,152
Performance is 26% above
benchmark

15. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Q2 Digital – In Country Investment (CA, DR, COL, ECU MT)
4/16/2014 – 5/11/2014
Total Impressions to date: 18,511,270
Desktop: Performance 80% above benchmark
Mobile Display: Performance 315% above benchmark
Top Performing:
Twelvefold for Dominican Rep.
4/16/2014 – 4/27/2014
Impressions: 1,897,515
Performance is 104% above
benchmark

16. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Impressions:
15,694,402
CTR:
.97%
Avg. 34%
(Centro & 12fold)
Impressions: 3,523,180
CTR:
1.34%
Impressions:
21,720,829
CTR:
.61%
Avg. .34%
(Centro & 12fold)
Impressions:
5,678,450
CTR:
1.16%
Avg. .85%
(Twelvefold)
AIRPAK
Target: NY, LA, HOU, DC
Colombia
Target: National
Dominican
Republic
Target: NY, Miami
Ecuador
Target: National
Corridor Specific Digital Media Campaigns
Have Exceeded Benchmarks
Impressions:
15,605,011
CTR: .83%
Avg. .34%
(Centro & 12fold)

17. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Match 3 Blue Instant Win & Sweepstakes
Sweeps dates: 3/26/2014 - 5/17/2014
395,000 = Total New Visits
62% of Traffic Resulted in a My WU Registration
55 Seconds = Average Site Engagement

18. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved.
Level
1
Level
2
Level
3
Rio2 Mobile Game Challenge
Agent Locations Bill Pay Money Transfer
Digital media promotion for wu.com/rio2: April 14 – May 19th.
25,000,000 = Impressions
39% = Click Rate
4 Minutes and 43 Seconds = Average Site Engagement