MoneyGram ⎯ Connecting Cultures
Making Moneygram present through the festival season
Tech & Digital services
Brief
MoneyGram set out to reinforce brand awareness and drive footfall across Post Office branches, Tesco stores, and agent locations nationwide. With Ramadan, Vaisakhi, and Easter falling in close succession, we needed a media mix that could speak meaningfully to diverse communities during their most active remittance moments. The challenge was to reach highly distinct audiences without fragmenting the message.
Strategy
Our strategy followed a culturally sequenced approach. We launched with Vaisakhi, targeting Indian communities across London and Birmingham through radio, OOH, and geo-targeted digital. Ramadan followed with a wider, deeper reach across Muslims from Pakistan, Bangladesh, Turkey, and Albania, a period marked by gifting, charity, and family support abroad. The campaign then shifted to Easter, activating both Catholic and Orthodox audiences from Jamaica, Africa, Poland, the Philippines, Bulgaria, and Romania across ethnic radio, OOH, digital, and press. Each burst appeared in top-performing ethnic media and proximity sites where remittance decisions most often take place.
Results
The result was a continuous, culturally aligned presence that kept MoneyGram visible across three major festivals and multiple diaspora groups, strengthening both consideration and footfall when it mattered most.
2x
Higher engagement across ethnic digital channels versus mainstream activity
38%
Uplift in brand awareness across key diaspora communities
32m+
Multicultural impressions delivered across TV, radio, OOH, and digital
More Works
(MRA — 02)
©2024
MoneyGram ⎯ Connecting Cultures
Making Moneygram present through the festival season
Tech & Digital services
Brief
MoneyGram set out to reinforce brand awareness and drive footfall across Post Office branches, Tesco stores, and agent locations nationwide. With Ramadan, Vaisakhi, and Easter falling in close succession, we needed a media mix that could speak meaningfully to diverse communities during their most active remittance moments. The challenge was to reach highly distinct audiences without fragmenting the message.
Strategy
Our strategy followed a culturally sequenced approach. We launched with Vaisakhi, targeting Indian communities across London and Birmingham through radio, OOH, and geo-targeted digital. Ramadan followed with a wider, deeper reach across Muslims from Pakistan, Bangladesh, Turkey, and Albania, a period marked by gifting, charity, and family support abroad. The campaign then shifted to Easter, activating both Catholic and Orthodox audiences from Jamaica, Africa, Poland, the Philippines, Bulgaria, and Romania across ethnic radio, OOH, digital, and press. Each burst appeared in top-performing ethnic media and proximity sites where remittance decisions most often take place.
Results
The result was a continuous, culturally aligned presence that kept MoneyGram visible across three major festivals and multiple diaspora groups, strengthening both consideration and footfall when it mattered most.
2x
Higher engagement across ethnic digital channels versus mainstream activity
38%
Uplift in brand awareness across key diaspora communities
32m+
Multicultural impressions delivered across TV, radio, OOH, and digital
More Works
(MRA — 02)
©2024
MoneyGram ⎯ Connecting Cultures
Making Moneygram present through the festival season
Tech & Digital services
Brief
MoneyGram set out to reinforce brand awareness and drive footfall across Post Office branches, Tesco stores, and agent locations nationwide. With Ramadan, Vaisakhi, and Easter falling in close succession, we needed a media mix that could speak meaningfully to diverse communities during their most active remittance moments. The challenge was to reach highly distinct audiences without fragmenting the message.
Strategy
Our strategy followed a culturally sequenced approach. We launched with Vaisakhi, targeting Indian communities across London and Birmingham through radio, OOH, and geo-targeted digital. Ramadan followed with a wider, deeper reach across Muslims from Pakistan, Bangladesh, Turkey, and Albania, a period marked by gifting, charity, and family support abroad. The campaign then shifted to Easter, activating both Catholic and Orthodox audiences from Jamaica, Africa, Poland, the Philippines, Bulgaria, and Romania across ethnic radio, OOH, digital, and press. Each burst appeared in top-performing ethnic media and proximity sites where remittance decisions most often take place.
Results
The result was a continuous, culturally aligned presence that kept MoneyGram visible across three major festivals and multiple diaspora groups, strengthening both consideration and footfall when it mattered most.
2x
Higher engagement across ethnic digital channels versus mainstream activity
38%
Uplift in brand awareness across key diaspora communities
32m+
Multicultural impressions delivered across TV, radio, OOH, and digital
More Works
©2024