Visa unveiled its first global campaign, entitled “More people go with Visa,” reflecting the company’s evolution to a single, global company. The new effort enables Visa to align its worldwide marketing under a single theme that highlights the superior value Visa delivers versus cash and checks – including more security, more control and more convenience. The campaign also enables Visa to achieve cost efficiencies by consolidating its global marketing efforts. The “More people go with Visa” campaign debuted yesterday; television launches in the US 3/4.
The campaign focuses on Visa’s core growth strategy – migrating consumer and business spending from cash and checks to a better form of electronic payment, Visa. The campaign establishes a single global marketing message that will be executed locally for maximum relevance, delivering Visa’s global message in an efficient and cost-effective way.
By focusing on encouraging Visa usage over cash and checks, the campaign helps grow the payments business of Visa’s financial institution clients. At the same time, it better enables them to focus their marketing efforts on differentiating their Visa products from those of competitors while strengthening their customer relationships. The campaign also supports Visa merchant partners by promoting the convenience of using electronic payments in key merchant categories like restaurants and online music, among others.
Two national television spots – “Let’s go” and “Aquarium” – will premier on 3/4 during “American Idol.” “Let’s go,” which will introduce the campaign, portrays an optimistic view of life that focuses on the possibilities of a new day – from stepping outside your comfort zone to challenging yourself to do things differently – and positions Visa as the brand to help consumers achieve their dreams and ambitions. “Aquarium,” celebrates moments where Visa’s debit product, the Visa Check Card, allows cardholders to experience the beauty of every day. In this spot, viewers are told the story of a father-daughter trip to the Aquarium viewed through the eyes of the child.
Visa’s international markets will launch with a television commercial named “Gofesto.” The spot, which will be customized by each Visa region, takes viewers on a journey across the globe showing different people from different places enjoying what the world has to offer – from experiencing the great outdoors to taking simple trips to the supermarket. The spot reminds cardholders that life is not about collecting possessions, but more importantly, about collecting experiences.
In the coming weeks, Visa will roll out a series of print ads focusing on the benefits of the Visa Check Card.
Visa has also created an array of digital extensions. Rich media banner ads will provide live video feeds of people taking action from six major cities around the world including Buenos Aires, New York and Ho Chi Minh City. Using Google Maps functionality, other banners will deliver local merchant recommendations based on user preference and time of day. Visa also has created a microsite for the campaign (www.visa.com/globaladvertising) that allows consumers to submit pictures and provides recommendations on different experiences to try, along with merchant offers.
