This
campaign targeted to explore
the possibilities of creating
awareness in Kerala state about the
availability of MoneyGram service at Post Office locations.
Since
Onam is Kerala's biggest festival which is celebrated by all Malayalis globally
with lot of fun and energy, MoneyGram has come with a
marketing campaign themed
around Onam celebration which is exclusively envisaged to make the
association of India Post and MoneyGram more popular in Kerala circle and aimed
at increasing MoneyGram business at Post Offices
Overview
of Activity: To organize a traditional Pookalam (flower arrangement)
competition in five towns of Kerala to join thousands of families in their Onam
celebration.
Venue
of the competition: A strategically and conveniently located venue (to be
decided) in the five important cities of Kerala- Thrissur, Trivandrum, Kallam,
Kozikode and Ernakulam
Date
of the competition: 23rd and 24th August 2014 (tentative)
Activity Mechanism:
• MoneyGram will make announcements in
local print and radio stations starting August
7th
and invite people to participate in this competition on a certain date at the
chosen venue.
• Entry to this competition will be free
for all participants.
• Pookalam materials will be provided to
Participants by MoneyGram at the venue.
• To ensure maximum participation, MoneyGram
will also engage an agency to do flyer distribution in key market areas of the
city.
• At the venue, we will have joint India
Post & MoneyGram branding but sole sponsor of this activity and responsibility
for prize distribution will be on MoneyGram.
• There will be 3 winners 1st, 2nd and 3’d
from each venue. Each winner will be rewarded with cash prize and the winners
will have to go to their nearest post office to receive the reward via
transaction. Our appointed agency will
be making arrangements to collect the winners' complete details required to
send the transaction.
• Selection of winners of this competition
will be the discretion of MoneyGram.
Supports from Department
of Posts in this campaign
1.
Provide support in identifying a most
suitable venue in each of the above divisions.
2.
Cascade the campaign communication to all 5
divisions with an instruction to activate all the Post Offices to spread the
message to attract maximum participants.
3.
Prominent display of Campaign Poster at
each Post Office to attract the attention of walk in customers.
4.
Ensure effective distribution of campaign
flyers to generate excitement and attendance for the competition.
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