A creative campaign to increase the market share in Romania, for Ria Money Transfer through money transfers and sign-ups on the landing page.
campaign strategy, implementation & management, web design, advertising
Ria Money Transfer is one of the largest money transfer services in the world. With a worldwide network of 507,000 locations in 160 countries, customers can send and receive money through Ria Money Transfer’s network anywhere on the globe.
Wanting to be more prominent and better known on the Romanian market, Ria Money Transfer needed a campaign that will put them on the consumer’s minds and also persuade them to interact with their brand. We needed to include 81 prizes and a key message that sums up the whole campaign.
Our main focus for this campaign was to convince people to use the Ria money-transferring service and then sign up on Ria’s website in order to win the prizes Ria was ready to offer, the main prize being “a whole year of free groceries”.
In order to promote it we created a key messaging concept and a media plan that included online and radio campaigns along with POS materials at the partner locations, which were Smith & Smith and the Romanian Postal Service.
The first step was to create the main messaging for the campaign. We came up with #cumparatuRia as our key message, which is a play on the Romanian word for groceries “cumpărături” and Ria Money Transfer.
It certainly has the potential to get stuck in the mind of the consumer, in the long term and people will be able to repeat the association again and again. It also implies a movement in sending or receiving money with Ria. It is unique, easy to remember, and perfectly targets Ria’s audience.
For the campaign presentation, we used simple, yet effective messaging that makes it clear for the audience what the campaign is about.
Once we had the messaging in place it was time to create and launch the campaign. First, we came up with the visuals which were straightforward, with the brand colors and a clear message. Then it was time to set up the landing page for the campaign, where people would go and submit their transaction IDs to be entered into the competition.
We launched the campaign in September and it ran all the way through December, with different sets of ads. In November we also set up a radio campaign with an ad running with the following general message: “Don’t worry about buying groceries for an entire year. Send or receive money from abroad using Ria Money transfer. You can with groceries worth 3600 euros.”
Our primary goal with this campaign was to convince people to send or receive money with Ria and sign-up with their transaction ID on Ria’s landing page. We did this through the messaging, the ads & radio campaign, but also the POS materials we had set up for the partner locations.
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