MoneyGram is a global money transfer service. It allows consumers to send and receive money worldwide, primarily through a global network of third-party agents that use their money transfer systems. In addition to person-to-person, customers have alternatives in money transfer delivery channels such as direct-to-account, ATMs and kiosks for deposit and cash receive, cash-to-a mobile phone and cash-to-card.
BRIEF – MoneyGram wanted to increase the number of MoneyGram transfers from the UK in the first quarter (Q1) of 2011. They specifically wanted to target the first generations of the Nigerian and Ghanaian and Caribbean communities who are some of their strongest consumer bases. In the 12 months leading up to this campaign, Rich Visions had been buying media for MoneyGram around these communities’ key calendar dates, ie; Nigerian Independence days and relevant events.
ACTIVITY - We launched two campaigns one focusing on the two African communities and the other targeting the Caribbean community.
The African campaign was a multimedia advertising campaign spanning TV, radio, print and online media. It was planned and scheduled to run at peak audience times across the mediums that catered to the target market. Print and online ads were positioned around relevant content, for the appropriate audiences – we used mediums such as BEN TV, Trumpet newspaper and Voice of Africa radio.
The second campaign was run in conjunction with the International Cricket Council (ICC) tournaments held in London. We organised competitions, placed advertising and planned promotional activities again in relevant sections of the media. Mediums such as Choice FM, The Jamaican Gleaner, Itz Caribbean and appropriate websites.
RESULTS - During Q1 there was a marked increase in MoneyGram transfers to Nigeria, Ghana and the Caribbean as a direct result of the campaign. Though our original brief was only for Q1, the campaigns were deemed so successful that we went on to work with MoneyGram for the remainder of 2011.