Moneygram reaches out to 90 million Filipinos globally

Developed by DraftFCB Philippines, the campaign launched on 21 March and includes TV, radio and online executions and in-store merchandising. 

In the Tagalog language, ‘Moneygrado’ is linguistically similar to ‘manigurado’, which means 'to make sure'. It delivers a message of certainty, security and convenience in the new branding: 'Moneygrado sa MoneyGram', or 'Money for sure'.

Juan Agualimpia, chief marketing officer of MoneyGram, noted that the new Moneygrado branding represents the brand’s commitment to getting closer to its customers globally.

“Across the Philippines, and in key markets around the world, this new campaign will reinforce to the Filipino community that MoneyGram understands the important role that money transfers play in helping families stay connected,” he added.

The TVC, featuring TV and film celebrity Robin Padilla, started off with 30 second and 15 second spots on ABSCBN and GMA.

Agualimpia said, “Along with celebrated spokesperson Robin Padilla, we plan to heighten awareness of the safe, reliable, and convenient services that MoneyGram offers to Filipinos, including the 8.3 million Filipinos living abroad, whether sending or receiving funds.”

In-store, MoneyGram agent locations will have Moneygrado posters, banners and other campaign signs. Location employees will also wear special campaign pins.

The online Moneygrado advertisements will begin running on Facebook, Google and Yahoo in the US and the Philippines from 8 April. The company has also launched a website.

Radio advertising will then follow, with spots airing on stations in Metro Manila, Cebu and Davao beginning 9 April.