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. Not only that, OFWs don’t tend to make distinctions between brands, and simply use whichever service is easiest and closest at the time.

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.