Industry context
MoneyGram provide money transfers to anywhere in the world in 10 minutes. Their 256,000 agents are based in 192 countries and speak 57 languages.
Problem
MoneyGram
is greatly outspent by its major competitor Western Union and other niche players in a non-exclusive market with a lot of clutter at the point of sale. It needed an integrated campaign to enhance awareness whilst differentiating
itself and providing cut-through.
Audience
Individuals who have moved to work in other countries to improve their financial status and send money back to their families at home. The audience is massively
diverse in terms of ethnicity and culture.
Insight
For the person working far away from home, physical distance does not translate to emotional distance from their families. Sending money and
sharing their success keeps the family bonds strong and receivers feel enriched and loved.
Strategic story
Sending money is the way in which people who are separated by distance can demonstrate their
love and commitment to their families. MoneyGram is the facilitator that makes money transfer simple, quick, available everywhere and affordable, hence the brand idea: Bringing you closer.
Mandatories
1. Engage
the audience rationally and emotionally.
2. Work in all markets across the world.
3. Be simple enough to be adapted locally from the master assets.
Joined up thinking acrross:
Brand and
communications strategy
• Brand mark and brand identity system
• Animation and sound design
• Guidelines and templates
• Brand centre
• Website
• Literature
• Stationery
• Point of sale
• Signs
• Presentation
materials
• Sponsorship
Global advertising campaign
• TV ads
• Radio ads
• Outdoor and print
• Digital ads
Ongoing brand guardianship
