OVERVIEW
BRIEF
MoneyGram has a long-term, trusted partnership with the UK Post Office. The campaign’s primary objective was to drive new customers to UK Post Offices while continuing to grow MoneyGram transactions. Focused on selective Post Office branches in the West Midlands, the aim was to increase transaction volumes for specific international corridors in the targeted areas using proximity tactics.
The target audience comprised people who need to send money internationally, specifically customers of ethnic descent with ties abroad for support, investment, emergencies, business, or special occasions. The campaign was timed to launch in the lead-up to the Eid al-Adha Islamic celebration, observed between 16th–20th June 2024.
STRATEGY
The campaign was executed in multiple phases, targeting the audience through a combination of brand presence and proximity engagement.
- Event Activation: MoneyGram had a strong presence at The Halal Food Festival & Muslim Lifestyle Exhibition, held at the NEC Birmingham, engaging with a Muslim-focused audience.
- Door Drops: Targeted 148K+ existing and potential MoneyGram customers from various ethnicities with promotional materials.
- Street Activation: Conducted in key high-footfall areas, this included leaflet distribution and open conversations with the target audience to create awareness and gather insights.
RESULT
- 15K+ audience footfall exposure at The Halal Food Festival & Muslim Lifestyle Exhibition.
- 148K+ Door Drops delivered to targeted households.
- 177K+ leaflets and 25K+ branded goodies distributed throughout the campaign.
- Spikes observed in MoneyGram transactions and Post Office footfall during the campaign timeline.
- Direct engagement via Street Activation provided valuable audience insights to inform future campaigns.
