"reaching consumers when & where receptive"

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

June 24, 2014

Reaching Consumers When and Where Receptive


Results Experiential Works

Charmin Big Bang

Category growth to 107

114 Volume Growth

Incremental $200MM NOS


Evolution


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


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


DMT Transaction Performance

WU Finance data, actuals thru April, May estimated


Brand Metric Significantly Stronger Post Campaign

Among those who recall seeing the Rio2 campaign, brand metrics and attributes are significantly stronger


Key attributes used in messaging increased across the board

Brand Metric Significantly Stronger Post Campaign


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


Mobile is Bridging the Digital & Physical Worlds And Provides Unprecedented Reach & Scale to the Marketing Mix

CONFIDENTIAL AND PROPIERTARY INFORMATION

greatest growth opportunity Three 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


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


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


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


benchmark


Q2 Digital – MT Agent Plans (Safeway, Publix, MoneyMart)

4/22- 5/11


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



benchmark


Q2 Digital – In Country Investment (CA, DR, COL, ECU MT)

4/16/2014 – 5/11/2014


Desktop: Performance 80% above benchmark

Mobile Display: Performance 315% above benchmark

Top Performing:

Twelvefold for Dominican Rep.

4/16/2014 – 4/27/2014



benchmark


Impressions:

15,694,402

CTR:

.97%

Avg. 34% (Centro & 12fold)


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)


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


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.

• Investment: $100,000

• Impressions: 25,000,003 Clicks: 96,416 Click Rate: .39%

• 255 consumers have downloaded the Rio2 wallpaper

• Q3 updates to include Spanish version and design update.

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

"reaching consumers when & where receptive"

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