App launch Iberia

THE APP LAUNCHCAMPAIGN FOR IBERIA

OVERVIEW2017 DIGITAL BUDGET MARKET TIMING$652,433 Spain May-December$104,881 Portugal

OBJECTIVEDriving revenue and transaction uplift.Positioning WU’s digital proposition beyond its core retail offeringMeasured by increases in Western Union’s digital platforms in:• Transaction volume• Revenue• Downloads• Registrations

TARGETInternational money transfer users• SP – 1,940,000 transferred money abroad on the last 12 months• PO – 424,000 transferred money abroad on the last 12 months Focusing on

TOP 10 CORRIDORS WU.COM SPAIN PORTUGAL Colombia Brazil Dominican Republic Portugal Peru China Argentina Ukraine Romania Colombia China Cape Verde México UK Ecuador Philippines Morocco Morocco Ukraine MozambiqueIn volume

MIGRANTS MEDIA CONSUMPTIONSource: EGM (3rd accumulate 2016)

CHALLENGES• WU well known to send cash from retail but not for digital • Users not aware of mobile app • They consider the brand to be old fashioned and not relevant for digital• Need to drive app downloads and digital registrations • Making the brand feel relevant • Creating awareness of the app proposition • Using a price hook as an immediate call to action

BRANDING • Make aware of the fact that WU offers an app • CTA with a competitive price • Position WU as relatable and relevant for digital money transfer • Transmit that WU is an expert money transfer making the app to inspire more trust than the competitors

CREATIVE REFERENCESTHE NEW APP THE NEW APP THE NEW APPTHAT SENDS THAT SENDS THAT SENDSYOUR MONEY TO YOUR MONEY TO YOUR MONEY200 COUNTRIES. 200 COUNTRIES. TO 200Send money from COUNTRIES.a 0€ transfer fee*. Send up to 3,000€ in Send money to THE NEW APP minutes* for a a bank account* THAT SENDS 4,90€ transfer from a 0€ YOUR MONEY TO fee*. transfer fee**. 200 COUNTRIES. Send money in THE NEW APP minutes* from a THAT SENDS 2,90€ transfer YOUR MONEY fee*. TO MOROCCO. Send money to a bank account* for a 0€ transfer fee**.

DIGITAL PLAN ES • Creative: page post with photo • Targeting: by interest & lookalikes of WU clients• SMS – 173K • Creative: display banners• E-mailing – 39K • Targeting: conversations of top corridors • 5% Digital • 95% Retail• Creative: interstitial + • Creative: 30” video • Targeting: users belonging to top corridors & display banner• Tap Tap targeting: by re-targeting wu.com visitors language • Creative: 20” audio + banner• Adgage targeting: tops • Targeting: music channels for top corridors national sites

BLOCKPLAN ESOOH Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total BudgetOOH - BCN Hospitalet Estimated Budget $ 406 $ 406 $ 406 $ 406 $ 406 $ 406 $ 406 $ 406 $ 406 $ 406 $ 4,060 0.6%OOH - Digital Leds Estimated Budget $ 24,779 $ 24,779 $ 24,779 $ 24,779 $ 24,779 $ 24,779 $ 24,779 $ 173,453 27%Digital HQ Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total BudgetSMSSkype Estimated Budget $ 12,401 $ 12,401 2%SpotifyMobile Estimated Budget $ 6,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 24,000 4%Digital BAUSocial Media Estimated Budget $ 6,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 24,000 4%Digital Prospecting Estimated Budget $ 6,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 24,000 4% 1,688Remarketing 9,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000PPC Estimated Budget $ 5,669 $ 7,232 $ 8,222 $ 9,557 $ 9,557 $ 9,557 $ 9,557 $ 9,557 $ 9,557 $ 9,557 $ 9,557 $ 97,583 15% Estimated Visits 3,616 4,111 4,779 4,779 4,779 4,779 4,779 4,779 4,779 4,779 45,957 Estimated Budget $ 9,121 $ 7,632 $ 11,857 $ 13,192 $ 13,192 $ 3,776 $ 3,776 $ 3,776 $ 14,936 $ 14,936 $ 14,936 $ 111,130 17% Estimated Visits $- 7,632 11,857 13,192 13,192 3,776 3,776 3,776 14,936 14,936 14,936 102,009 Estimated Budget $ -$ 600 $ 1,200 $ 1,200 $ 1,200 $ 1,200 $ 1,200 $ 1,200 $ 1,200 $ 1,200 $ 1,200 $ 11,400 2% Estimated Visits 600 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 11,400 Estimated Budget $ 11,000 $ 21,941 $ 14,354 $ 16,515 $ 16,515 $ 16,515 $ 16,515 $ 16,515 $ 13,515 $ 13,515 $ 13,515 $ 170,415 26% Estimated Visits 11,983 43,882 28,708 33,030 33,030 33,030 33,030 33,030 27,030 27,030 27,030 330,813 Total Budger / Month $ - $ 38,191 $ 55,812 $ 42,039 $ 71,649 $ 71,649 $ 62,233 $ 62,233 $ 62,233 $ 70,393 $ 70,393 $ 45,614 $ 652,443 100% Total Budget / Q $94,003 $185,338 $186,700 $186,401 $ 652,443* Up until now 100% of the investment was being directed towards wu.com* From the app launch (estimated date May), traffic will be divided in a 50% basis between site and app* Moving forward this percentage will be balanced according to conversion rates on desktop vs mobile

DIGITAL PLAN PT • Creative: page post with photo, carrousel ad, page post with • SMS – tbc video, canvas • E-mailing – 13K • Targeting: by interest & • 18% Digital lookalikes of WU clients • 82% Retail Search • Creative: ETAs • Targeting: top corridors citizens Display • Creative: banner on top of e-mails • Targeting: people receiving newsletters• Creative: banners• Targeting: similar audiences & from competitors competitor keywords

BLOCKPLAN PTDIGITAL Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total BudgetSocial Media Estimated Budget $ 3,500 $ 3,401 $ 3,401 $ 3,401 $ 3,169 $ 3,169 $ 3,169 $ 3,596 $ 3,596 $ 3,596 $ 33,999 36% Estimated Visits 54,687Display Prospecting 1,736 5,905 5,905 5,905 5,502 5,502 5,502 6,243 6,243 6,243& Retargeting $ 18,886 20%Google Sponsored Estimated Budget $ 3,523 $ 1,305 $ 3,523 $ 3,523 $ 3,523 $ 3,523 $ 3,523 $ 3,523 $ 3,523 $ 3,523 $ 3,523 $ 3,523 39,755Promotions Estimated Visits 4,158 2,795 2,795 2,795 2,605 2,605 2,605 2,956 2,956 2,956 8,418 2,110 $ 6,588 7%PPC 13,072 Estimated Budget $ 914 $ 633 $ 633 $ 633 $ 590 $ 590 $ 590 $ 669 $ 669 $ 669 Estimated Visits $ 35,873 38% 1,814 1,255 1,255 1,255 1,170 1,170 1,170 1,328 1,328 1,328 42,397 Estimated Budget $ 5,506 $ 2,680 $ 4,990 $ 2,531 $ 2,531 $ 2,531 $ 2,359 $ 2,359 $ 2,359 $ 2,676 $ 2,676 $ 2,676 $ 95,347 100% 8,734 7,143 $ 4,780 2,424 2,424 $ 2,424 2,259 2,259 $ 2,259 2,563 2,563 $ 2,563 $ 95,347 Estimated Visits 9,029 11,404 $ 7,909 7,909 $ 7,370 7,370 $ 8,363 8,363 $ 3,985 $ 7,909 $ 7,370 $ 8,363 Total Budger / Month $ $24,418 $23,728 $22,111 $25,090 Total Budget / Q * Up until now 100% of the investment was being directed towards wu.com * From the app launch (estimated date May), traffic will be divided in a 50% basis between site and app * Moving forward this percentage will be balanced according to conversion rates on desktop vs mobile