How can an 80 year old money transfer company highlight their digital transformation and shift consumer perceptions? By leveraging partnerships and humor to connect with modern consumers.
As a long-established player in the remittance industry, MoneyGram was perceived as a legacy brick-and-mortar business. They needed to modernize their brand image in order to appeal to younger, digitally-savvy consumers.
A two-pronged approach was used to demonstrate the brand’s cutting edge digital offerings. The first highlighted MoneyGram’s F1 partnership, focusing on their shared values of customer-centricity, technology, and speed. We then further drove home the app message with repetition through a comedic lens in a specific campaign for the US/Mexico corridor, designed to encourage app downloads.
