Coinbase offers an alternative to pricey international transfer fees in ad targeting Mexican-Americans

‘The Money Transfer’ depicts the struggle of remittance fees and delays when sending money to Mexico

Published On
Jun 21, 2024

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If you’ve ever sent money transfers abroad through wire transfer or another method, you know it can be expensive and take a lot of time, which isn’t convenient, especially when there’s someone waiting on the other end who needs the money ASAP.

That insight inspired a new multi-million-dollar U.S. campaign from cryptocurrency exchange Coinbase. Launched on June 20, “The Money Transfer” features a short film that follows the story of a young man who tries to send remittances to his grandmother in Puebla, Mexico, depicted by Mexican filmmaker Gawx and his actual grandmother Yuyi. However, he is barred by unnecessary fees and delays he incurs from using traditional money transfer methods.

When he sends money transfers via USDC, a cryptocurrency referred to as a “stablecoin” for its ability to provide a stable price point, he realizes faster, cheaper alternatives exist.

Using real experiences and real people was an important part of showing how crypto is a tangible solution, said Kate Rouch, chief marketing officer at Coinbasae. “Millions of Americans send money to loved ones abroad every year, costing them $12 billion in fees that could have gone to schooling, medicine and rent. This is a huge problem impacting real families. Sending money with Coinbase is instant, and much cheaper.”

The ad was launched in English and Spanish during the Copa America Football Tournament and International Day of Family Remittances.

The campaign follows political and policy momentum for crypto in the House and Senate, as support grows to incorporate crypto trading into federal financial regulations. The White House has also said it is committed to eliminating junk fees