MOBO 2008
Profero were briefed to create an engaging experience to help music-lovers get closer to the MOBOs in support of Western Union’s primary sponsorship of the event. In a continuation of last year’s celebration of ‘Your Roots’, aspiring young artists were encouraged to upload original video performances, with the winner opening the MOBO awards with a live performance. The campaign reinforced the message of engaging in where people are from and the music they love, creating awareness and brand affinity for Western Union amongst a young generation of future users.