Situation:
MoneyGram is a global leader in the remittance industry due to its long legacy of 80 years in business and over 200 countries serviced. However, it is being seen by younger audiences as an old-fashioned money transfer company. Thus not being the top of mind choice for younger audiences despite its long legacy and wide reach.
Challenge:
Shift MoneyGram’s perception from an old-fashioned money remittance brand into a modern fintech brand through building consideration by focusing on their digital and app efforts as the reason for consumers to try and/or switch.
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