What Ria Money Transfers needed:
Ria Money Transfers’ goal was to drive volume, brand awareness and customer engagement of their remittance service at PEP stores. The brand needed an engaging way to target both new and existing customers who send or receive money from loved ones.
How we made it happen:
Many migrants leave their home countries in search of better opportunities and often miss out on precious family milestones. With this in mind, we created the Ria Life campaign, designed to show that Ria makes it possible for people to be part of life’s most important moments, no matter where they were. We amplified The Ria Life campaign with heartfelt ads that depicted people maintaining strong bonds with their loved ones and making a meaningful financial impact even from afar. We gave our target market a reason to use Ria by showing them narratives they could relate to, but we weren’t done yet.
To amplify our campaign, we added a gamified incentive. By signing up for Ria and sending or receiving money through any PEP store, our audience had the chance to WIN their share of R1 million in cash prizes each week by playing The Ria Life Game Board. The campaign was a huge success, with over 1 million complete views and over 340 000 clicks to site. The campaign successfully reached over 2.5 million unique users and garnered a whopping 15 million impressions on YouTube alone. Over 800 users entered and played the Ria Life Game Board for a chance to WIN big! The campaign reminded people that with Ria, they were never too far from the people who mattered most.
