Western Union records Sadio Mane’s money transfer transaction to Senegal

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  • Football player Sadio Mane is starring in a Western Union ad
  • Western Union wants the ad to be authentic, according to reports
  • Michael Abbott, WU’s director for global marketing strategy says


Western Union just released its new international money transfer campaign. The newly-released commercial involves Liverpool FC’s Sadio Mane and the football player sending funds to his uncle back home in Senegal.

The aim of the ad, according to Western Union executives, is to bring ‘authenticity’ to the campaign. Senegalese migrants are in the hundreds of thousands, the BBC says and they all send money home to support their families. Funds sent by the Senegalese diaspora are usually used to pay for utilities, groceries, and healthcare services. Money transfer services in the country has enjoyed a steady growth, according to analysts in Dakar and remittances are expected to go up in the coming years.

In 2017, the government voted to increase its MPs to make room for Senegalese migrants to run for office even if they are away from home. The move is indicative of their importance to the African nation.

The real life exchange between Mane and his uncle was done through the brand’s mobile app. The ad was filmed in Melwood and Dakar and the mini story is all about Mane sending money to his uncle so that the latter can buy a widescreen television to watch Mane in action. BBH Sport founding partner Ewan Paterson said, “Sadio (Mane) is really close to his uncle Sana who lives back in Senegal. It was fantastic to have them both in the film and show how Western Union helps them stay connected.”

Senegal receives millions in remittances each year. In a recent report from the country's central bank, Senegalese authorities said that fund transfers from the Senegalese diaspora contributed to 10% of the country’s GDP in the year 2017.

Find out more about Western Union services here.


Andrea Barnes
Editor
Andrea is Communications Manager at FXcompared. Prior to joining FXcompared, she worked as a communications consultant for companies seeking guidance with their social media, marketing and digital… Read more

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