MONEYGRAM FAST MONEY TRANSFER

TitleMONEYGRAM FAST MONEY TRANSFER
BrandMONEYGRAM
Product / ServiceMONEY REMITTANCE
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantUNIVERSAL McCANN Taguig, THE PHILIPPINES
Advertising Agency McCANN WORLDGROUP PHILIPPINES Taguig, THE PHILIPPINES
Media Agency UNIVERSAL McCANN Taguig, THE PHILIPPINES
Entrant Company UNIVERSAL McCANN Taguig, THE PHILIPPINES

Credits

Name Company Position
Anna Samia Unversal Mccann Client Partner
Fritzie Guath-De Jesus Universal Mccann Client Partner
Matt Crescenzo Mccann Worldgroup Philippines Art Director
Joseph Velasquez Mccann Worldgroup Philippines Art Director
Allan Almeda Mccann Worldgroup Philippines Copywriter
Adrian Quintana Mccann Worldgroup Philippines Account Director
Noel Bermejo Mccann Worldgroup Philippines Ecd/Cd
Raul Castro Mccann Worldgroup Philippines Ceo/Cco

Results and Effectiveness

RESULTS: MoneyGram Greenhills branch where the ad was placed experienced a 34.3% in increased transactions during the time the ad was placed. This gave MoneyGram a nicer problem to solve – addressing the rush of remittances being coursed through them.

Creative Execution

MEDIA EXECUTION: Ambient ads for MoneyGram were placed on the revolving doors of one of the biggest malls. As the doors revolve, it demonstrates the fast money transfer benefit of the brand. It also directs them to the nearest MoneyGram outlet.

Insights, Strategy and the Idea

CHALLENGE: Almost 12 million Filipinos work in other countries. What they earn is sent back to the Philippines for all their families’ needs. Their families withdraw the Philippine peso equivalent of the money sent to them through money remittance companies. MoneyGram wants to be the first choice for the 12 million families of the Overseas Filipino Workers. SOLUTION: Get them to think of MoneyGram in a place where all Filipinos love to go, and having money fast is crucial–the mall. IDEA: Ambient ads for MoneyGram were placed on the revolving doors of one of the biggest malls. As the doors revolve, it demonstrates the fast money transfer benefit of the brand. It also directs them to the nearest MoneyGram outlet.