MoneyGram
How can an 80 year old money transfer company highlight their digital transformation and shift consumer perceptions? By leveraging partnerships and humor to connect with modern consumers.
Problem
As a long-established player in the remittance industry, MoneyGram was perceived as a legacy brick-and-mortar business. They needed to modernize their brand image in order to appeal to younger, digitally-savvy consumers.
Insight
MoneyGram is a modern fintech brand — our target just doesn’t know it yet. We recognized an opportunity to focus on MoneyGram’s digital and app offerings as the reason for consumers to try and/or switch.
Solution
A two-pronged approach was used to demonstrate the brand’s cutting edge digital offerings. The first highlighted MoneyGram’s F1 partnership, focusing on their shared values of customer-centricity, technology, and speed. We then further drove home the app message with repetition through a comedic lens in a specific campaign for the US/Mexico corridor, designed to encourage app downloads.
Relevancy
The campaign successfully positioned MoneyGram as a forward-thinking fintech company, relevant to today's global, digitally-connected consumers. And, by linking upper and lower funnel communications, the campaign drove significant app downloads, making MoneyGram's services more accessible to a broader audience.
