We created a microsite for cricket fans to send best wishes to their team: MoneyGram
Joann Chatfield and Sheshagiri Malliah of MoneyGram share insights on their ‘wishing campaign’ created for the ICC Cricket World Cup 2019
The ICC Cricket World Cup 2019 will commence on May 30 and MoneyGram the official brand partner is all geared up for it. MoneyGram on May 3, 2019 launched an interactive marketing campaign for this years ICC Cricket World Cup 2019 called the ‘Wishing Campaign’. Where the men in blue can seek wishes and blessings from Indian cricket lovers around the globe. They are leveraging by using the 2011 CWC Man-of-the series, Yuvraj Singh, as their brand ambassador.
Joann Chatfield, Cheif Marketing Officer, MoneyGram and Sheshagiri Malliah, Regional Head, Indian Subcontinent, Indo-China & Malaysia, MoneyGram spoke to exchange4media about the campaign, growth of the brand and plans for MoneyGram going forward.
Edited excerpts below:
Insight for the ‘Wishing Campaign’
MoneyGram has been a long-standing partner for the ICC Cricket World Cup 2019 and they leverage the association whenever there is a tournament because that is the sentiment in the country and even in the South-Asian diaspora. Joann Chatfield, CMO, MoneyGram said, “Every brand leverages the ICC in a different manner. We have a different objective as oppose to some of the other brand partners. Our objective was clearly about connecting with the South-Asian community and back home. We wanted to create a creative, engaging platform where individuals, consumers, fans globally could connect with the team and engage with a platform that is provided through MoneyGram.”
In an Indian household, you seek blessings from your elders and wishes from your friends when you step out of the house. It is no different for the World Cup. “The team plays once in four years and it is a life-changing moment for the team. When they come back after the game they have contracts and require all the blessings and wishes possible. This insight allowed us to connect with the audience. Having Yuvraj Singh as the brand ambassador really helps us, reinforce the message and add credibility,” shared Chatfield.
You can send best wishes to the team by clicking here: https://cricket.moneygram.com/blessings/
Integration of the campaign
MoneyGram being a global brand believes in leveraging from all channels. Chatfield enlightened us by saying, “With this campaign, we have a microsite where people globally can wish the team. But, the regional audience in India may not have access to such digital platforms, so we have a task force team that goes to our agents of consumers and non-consumers and fans of the campaign who help them wish their favourite team with a mobile phone. It is an omnichannel approach whatever is relevant for our audience and can get a better reach is what we opt for.”
Targets and expectations set for this campaign
“It should look big enough and get support from our consumers as well. We are trying to merge the objective of brand engagement and a business lead campaign. The sentiment is just so high. Both creating excitement,” remarked Chatfield.
MoneyGram has been a brand partner with ICC for many years. How has the ROI been for the brand?
Speaking about the ROI in the World Cup years as opposed to a Non-World Cup year Chatfield said, “In the World Cup years there has been a higher return because we can engage and activate the sponsorship more effectively. But even in the years that the World Cup is not happening we still have the ability to activate the sponsorship because we have gained recognition with them because of our tie-up with the logos. It has been a very healthy and effective way for us to reach that South-Asian diaspora in a very simple way. We don’t have to wait to come out with special, unique and different things. We activate in different ways. We have that the foundation of the ICC which is always effective because cricket is the big love.”
MoneyGram’s plans for business growth in India
India is one of the most important market for any global marketer. “If you look at the investments on cricket it has been primarily in India more than anywhere in the South-Asian space. The association with Yuvraj, the on-ground campaigns, the campaigns done in small villages and talking to relevant customers is our demonstrative commitment to this market. That is how we will invest in growing our network and meet the requirements for the customer. The plan going forward is to grow our existing physical network and introduce new channels where consumers can receive their money,” shared Malliah.
Chatfield said that their aim is to grow their business in India from the inside. She stated, “The large markets that are sending money from back home in Dallas we focus on those markets as well send them back here. It is a two-sided relationship.”
Plans for MoneyGram going forward…
“We are constantly coming up with new products and services for our customers. Our standard communication platform is ‘MoneyGram MyWay’ which means that we want our customers to do business with us in any way they want to. It is all about choice and focusing on the customer,” commented Chatfield.
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