MONEYGRAM "JUANITO"
CHALLENGE
TO BUILD EXCITEMENT AROUND THE 10TH ANNIVERSARY OF THE MOTHER´S DAY PROMOTION AMONG US HISPANICS.
IDEA
WE CREATED MORE THAN JUST AN AD, WE GAVE LIFE TO A NEW CHARACTER: "JUANITO". MONEYGRAM INCREASED BY 14.6% THE US OUTBOUND REMITTANCES DURING THAT KEY HOLIDAY PERIOD (APRIL 1ST THRU MAY 31ST). DUE TO THE SUCCESS OF THE CAMPAIGN, MONEYGRAM KEPT THE CREATIVE CONCEPT OF "JUANITO" FOR 3 YEARS IN A ROW.