MoneyGram International has launched a major global campaign spanning TV, print, radio, out-of-home, retail, point of sale, website development and employee communication under agency of record Draftfcb. The first execution to break was a 30- second television commercial titled "Rally Cry" — that aired 2/21 during the Latin music awards show "Premio Lo Nuestro" on Univision. A full national network television commercial plan in the US and major out-of-home initiative in NYC break this week.
The Hands campaign calls attention to the importance of giving individuals the power and freedom to make decisions related to their finances.
The campaign spans 170 countries with Draftfcb Chicago coordinating the launch in 22 countries, including China, Ghana, Greece, Indonesia, Jordan, Laos, Lebanon, Malaysia, Nigeria, Kenya, Pakistan, Philippines, Poland,
Portugal, Romania, Singapore, Spain, Sri Lanka, Tanzania, Thailand, the United States and Vietnam, as well as throughout Latin America and the Caribbean via Draftfcb Puerto Rico.
"The campaign takes the positioning that’s right for our consumers and delivers it with the sense of empowerment and undercurrent of revolution that this change in the money transfer category implies," said Karl Turnbull, senior vice president, group director, Strategic Planning at Draftfcb Chicago. "It’s a simple announcement that at last there’s a better way to handle your money, and that it’s within everyone’s reach."
MoneyGram named Draftfcb Chicago its global AOR in August 2006.