To say that any customer engagement initiative actually makes dreams come true will often smack of hyperbolic exaggeration. Western Union, however, set out to design a program that literally fulfilled the wishes that customers made on behalf of others. The program is called “WU Wish” and it has become tremendously successful across the UAE.
Designed in celebration of and in conjunction with the month of Ramadan, WU Wish encouraged Western Union customers to describe a wish that they would like to see come true for someone else. Western Union, in turn, pledged to grant a select few of the most deserving wishes.
Western Union felt that WU Wish was an ideal extension of the way many customers engage with the brand, mirroring many of the reasons people send money to friends and family in the first place.
The program, which has been in operation for only a month, has already gained 2.23 million views across Western Union’s social media channels including Facebook and YouTube, which is an extremely high level of customer engagement for the brand.
“At Western Union, we believe that better things happen when money moves,” said Rajiv Garodia, Western Union SVP Middle East & South Asia. “WU Wish is a simple programme that gives everyone a chance to share their personal stories - of why they save and send money to friends, family and loved ones. Equally, it highlights the values of sharing and selflessness, and care and concern for others. Participating in the programme is as easy as describing a wish for another person.”
So far, Western Union has granted six wishes that were made on behalf of the benefactors. At a recent event in Dubai, the wishes were revealed, which 
varied from providing basic family necessities, helping strangers, and alleviating community concerns.
In once case, Michael Rivera wished to receive medical assistance for his young daughter who needed a prosthetic eye. Unable to pay the exorbitant surgery costs himself, Rivera was overwhelmed with emotion as he expressed his gratitude.
“I am just a low wage earner, and my salary is used for everyday expenses,” Rivera said. “With WU Wish, I can now pay for her eye surgery - although she will never have full sight, at least I can put a smile on her face.”
Western Union plans to grant another 10 wishes at the beginning of August. During Ramadan, WU Wish will also offer a host of additional prizes including individually catered Iftar meals for up to 15 people. Furthermore, members that complete a Western Union transaction while WU Wish is in effect can make two wishes. Customers that use their MyWU loyalty program card can make three.
“We are listening to each of these inspirational stories, and we intend to reward the most unusual, unique, and deserving among them,” said Garodia. “We would like to make a meaningful difference in their lives.”
WU Wish is also active in Qatar, Saudi Arabia and Kuwait. And registration is open until July 18th, 2015.