TransferGo: Euro Generation
Reaching out to an unusual target group
That is why it isn’t easy to build brand attachment. Banks are the main competition for TransferGo, handling 50% of all cross-border payments. Money transfer companies are also popular. Dedicated mobile apps (like TransferGo) account for about 20% of all transactions. To accustom the customers to the brand and reassure them that TransferGo is their trusted partner, in our campaign we focused not on the offer itself, but on the needs of the target group. Our task was to understand Polish expats, learn what their everyday struggles and challenges are, and connect with the Polish diaspora.
We invited journalists from Duży Format, one of the largest Polish journalistic magazines, to cooperate with us. Reporters travelled over 8,000 km, and editorial, film and editing crews worked for a total of over 900 hours. We interviewed 25 people of different ages, from various industries, each with an intriguing story about their emigration to tell. We talked to construction workers from the Arctic Circle, curators of local libraries, teachers, factory workers, and scientists. The interviews were accompanied by a BigData report, which analysed the financial effects of mass emigration on the basis of information published by Eurostat and the Central Statistical Office (GUS), as well as TransferGo’s own data (number of money transfers, amounts in individual countries).