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MoneyGram Idol Awards

In the Philippines, remittance spurs 60% of economic growth and accounts for 10% of GDP because of the high number of Overseas Filipino Workers (OFWs). This means that the industry is cluttered and competitive. Purchase Journey data enabled us to identify a hidden target audience, and by changing up the conversation we delivered 50 million brand impressions.

FINANCE / MONEYGRAM / PHILLIPINES / PURCHASE JOURNEY
The seamless preparation and execution from the Wavemaker team touched the hearts of the OFW families and our customers.
Sabrina Chan
Marketing Lead, MoneyGram Asia Pacific

THE CHALLENGE

In the Philippines, remittance spurs 60% of economic growth and accounts for 10% of GDP because of the high number of Overseas Filipino Workers (OFWs). This means that the industry is cluttered and competitive. Not only that, OFWs don’t tend to make distinctions between brands, and simply use whichever service is easiest and closest at the time.

OUR SOLUTION

Most competitors target emotions by disrupting the Active stage with tales of the OFW’s sacrifice by working away from their families – who tend to be a footnote in the story. We realized that the families were an untapped purchase driver, because their preference could affect which remittance service the OFWs used to send them money. We made the conversation not about pity, but about celebration – of the positive impact that OFWs have on their families back home. We created the MoneyGram Idol Awards with a supporting campaign targeted towards both senders and receivers. Every transaction made via MoneyGram equaled one entry to the awards – incentivizing our audience and increasing loyalty. The final event saw 12 families picked to share their stories of family life, made easier by MoneyGram.

DELIVERING RESULTS

We saw 545% more views of the awards announcement than expected, and a 221% higher click thru rate on campaign videos. Over 50 million impressions were gained throughout.

50
M
IMPRESSIONS