MoneyGram / awareness campaign

challenge /

MoneyGram is a global money transfer business providing a service to foreign nationals enabling them to send money to families in their native countries. Having reviewed their large media spend they decided upon a strategy that would provide them with a permanent presence at a much lower cost, in very targeted geographical high street locations across the nation - they wanted 'to be where their target market lived'.

response /

Using postcode analysis and mosaic profiling, we established the areas of highest concentration of their target market – foreign national residents and visitors – by nationality. Our solution was to implement permanent branding across 180 retail outlets that provided the MoneyGram service to these target area outlets nationally, redesigning POS and shopfitting premises – including illuminated external fascias, signs, canopies and aisle and window graphics.

results /
Over a seven-month period there was a sustained 72% increase in the number of transactions. As a result, our external POS and shopfitting campaign was rolled out worldwide.