What is being advertised?
Western Union Money Transfer
Why is it being advertised?
To promote awareness of the brand and the service they provide
Who is the intended target?
Travelers, most likely
What’s the connection between the product’s message and the target’s need?
Travelers need to convert their currency to match that of their destination. This message argues that Western Union makes this process quick and easy.
What’s the single most important thing (10 words or less) being communicated in the ad?
Western Union’s services change currency instantly
How do the visuals support and communicate the single most important thing?
The visual of these billboards is crucial to what the brand has to say. The transformation from one iconic person to another mimics the instant “transformation” between types of currency that is possible when using Western Union.
How does the copy support and communicate the single most important thing?
A lot of copy is not necessary for these image-driven ads. However, the visual solve relies on the audience reading the service description “The Fastest Way to Transfer Money” to make the full connection with the what Western Union provides.
How does the context or media placement communicate the single most important thing?
The billboard placement is key to the success of these ads. The high speed of passing vehicles allows passengers to fully experience the billboard image’s transformation at a pace that supports the USP.