MoneyGram
Tech & Digital services
Summary
The Vaisakhi and Ramadan campaign segments had their spots on top-performing ethnic media and had their share on OOH sites selected in proximity to people intended to receive the messaging.
Brief
Brief
The main objective was to reinforce brand awareness, increase coverage, and drive customer footfall on a national level, including walk-in UK agents represented by the Post Office, Tesco stores, and other retail agents in cities of major concentration.
The key challenge brought forward by this multi-layered campaign was setting up the most efficient and effective media mix that would appeal to a highly distinct audience celebrating a culturally diverse calendar with Ramadan, Vaisakhi, and Easter. Ultimately, Mediareach Advertising recommended a select of sponsored TV programmes, radio, out-of-home (OOH), and digital channels to host the creative content, messaging, and call to action carefully crafted to resonate in the UK and Europe.
Strategy
Strategy
Spring Cultural Campaigns: Vaisakhi and Ramadan
The campaign kicked off in April with a celebration of Vaisakhi, a key festival for Indian communities. This phase included radio spots and out-of-home (OOH) messaging strategically placed across London, Birmingham, and other key urban centres. The outreach was bolstered by a well-executed digital campaign enhanced with geo-targeting to ensure relevance and reach.
Simultaneously, the Ramadan campaign was launched to engage Muslim audiences during their sacred month of fasting and reflection. Tailored to communities from Pakistan, Bangladesh, Turkey, and Albania, this campaign resonated through culturally relevant media, culminating in Eid Al-Fitr celebrations on May 2, 2022.
Results
Results
Easter Outreach Across Diverse Communities
The Easter campaign extended its scope across both Catholic and Orthodox celebrations. The Catholic Easter segment targeted communities from Jamaica, Africa, Poland, and the Philippines, while the Orthodox Easter component focused on Bulgarian and Romanian audiences. Messaging for both groups was delivered through ethnic radio, OOH platforms, digital channels, and community-specific press, ensuring a comprehensive and culturally sensitive outreach.
More Works
(MRA — 02)
©2024
MoneyGram
Tech & Digital services
Summary
The Vaisakhi and Ramadan campaign segments had their spots on top-performing ethnic media and had their share on OOH sites selected in proximity to people intended to receive the messaging.
Brief
The main objective was to reinforce brand awareness, increase coverage, and drive customer footfall on a national level, including walk-in UK agents represented by the Post Office, Tesco stores, and other retail agents in cities of major concentration.
The key challenge brought forward by this multi-layered campaign was setting up the most efficient and effective media mix that would appeal to a highly distinct audience celebrating a culturally diverse calendar with Ramadan, Vaisakhi, and Easter. Ultimately, Mediareach Advertising recommended a select of sponsored TV programmes, radio, out-of-home (OOH), and digital channels to host the creative content, messaging, and call to action carefully crafted to resonate in the UK and Europe.
Strategy
Spring Cultural Campaigns: Vaisakhi and Ramadan
The campaign kicked off in April with a celebration of Vaisakhi, a key festival for Indian communities. This phase included radio spots and out-of-home (OOH) messaging strategically placed across London, Birmingham, and other key urban centres. The outreach was bolstered by a well-executed digital campaign enhanced with geo-targeting to ensure relevance and reach.
Simultaneously, the Ramadan campaign was launched to engage Muslim audiences during their sacred month of fasting and reflection. Tailored to communities from Pakistan, Bangladesh, Turkey, and Albania, this campaign resonated through culturally relevant media, culminating in Eid Al-Fitr celebrations on May 2, 2022.
Results
Easter Outreach Across Diverse Communities
The Easter campaign extended its scope across both Catholic and Orthodox celebrations. The Catholic Easter segment targeted communities from Jamaica, Africa, Poland, and the Philippines, while the Orthodox Easter component focused on Bulgarian and Romanian audiences. Messaging for both groups was delivered through ethnic radio, OOH platforms, digital channels, and community-specific press, ensuring a comprehensive and culturally sensitive outreach.
More Works
(MRA — 02)
©2024
MoneyGram
Tech & Digital services
Summary
The Vaisakhi and Ramadan campaign segments had their spots on top-performing ethnic media and had their share on OOH sites selected in proximity to people intended to receive the messaging.
Brief
The main objective was to reinforce brand awareness, increase coverage, and drive customer footfall on a national level, including walk-in UK agents represented by the Post Office, Tesco stores, and other retail agents in cities of major concentration.
The key challenge brought forward by this multi-layered campaign was setting up the most efficient and effective media mix that would appeal to a highly distinct audience celebrating a culturally diverse calendar with Ramadan, Vaisakhi, and Easter. Ultimately, Mediareach Advertising recommended a select of sponsored TV programmes, radio, out-of-home (OOH), and digital channels to host the creative content, messaging, and call to action carefully crafted to resonate in the UK and Europe.
Strategy
Spring Cultural Campaigns: Vaisakhi and Ramadan
The campaign kicked off in April with a celebration of Vaisakhi, a key festival for Indian communities. This phase included radio spots and out-of-home (OOH) messaging strategically placed across London, Birmingham, and other key urban centres. The outreach was bolstered by a well-executed digital campaign enhanced with geo-targeting to ensure relevance and reach.
Simultaneously, the Ramadan campaign was launched to engage Muslim audiences during their sacred month of fasting and reflection. Tailored to communities from Pakistan, Bangladesh, Turkey, and Albania, this campaign resonated through culturally relevant media, culminating in Eid Al-Fitr celebrations on May 2, 2022.
Results
Easter Outreach Across Diverse Communities
The Easter campaign extended its scope across both Catholic and Orthodox celebrations. The Catholic Easter segment targeted communities from Jamaica, Africa, Poland, and the Philippines, while the Orthodox Easter component focused on Bulgarian and Romanian audiences. Messaging for both groups was delivered through ethnic radio, OOH platforms, digital channels, and community-specific press, ensuring a comprehensive and culturally sensitive outreach.
More Works
©2024