Visa: The Voice

Credits & Description:

Media: Media: Digital & Social
Category: Media: Digital & Social: Use of Digital Content
Award: Bronze Spike
Client: VISA INFORMATION SYSTEM (SHANGHAI) CO.
Product: CREDIT CARD
Product/Service: CREDIT CARD
Advertising Agency: PROXIMITY CHINA Shanghai, CHINA
Media Agency: OMD CHINA Shanghai, CHINA
Chief Creative Officer of Greater China: Wai Foong Leong (BBDO/Proximity China)
Managing Director: Sharlene Wu (BBDO/Proximity China)
Executive Director: Kit Koh (BBDO/Proximity China)
Creative Director: Airy Han (BBDO/Proximity China)
Producer: Eric Wu (BBDO/Proximity China)
Creative partner: Nicole Ma (BBDO/Proximity China)
Senior Account Executive: Abby Yu (BBDO/Proximity China)
Group Account Direcor: Alvina Seah (BBDO/Proximity China)
Group Account Director: Alvina Seah (BBDO/Proximity China)
Group Head: Steven Ruan (BBDO/Proximity China)
Planning Director: Renee Zhang (BBDO/Proximity China)
Digital Planning Manager: Stacy Yu (BBDO/Proximity China)
Group Account Direcor: Crystal Lin (BBDO/Proximity China)
Managing Partner: Natalie Kat (OMD China)
Senior Account Manager: Nicky Shen (Uncle Advertisement Co. Ltd)
Business Director: Jessie Fu (OMD China)
Group Account Director: Anson Bei (Uncle Advertisement Co. Ltd.)
Project Director: Pride Fang (BBDO/Proximity China)
Brief Explanation
But today’s young Chinese travelers no longer have the same mentality as before. They are no longer interested in group tours and just visiting famous landmarks. Instead, they want to embark on journeys that allow them to discover themselves and engage in novel experiences. They love the freedom to explore off-the-beaten-track venues where the exciting experience and delightful surprise awaits.
The idea was to convince our young travelers that Visa as a payment brand understands their needs. Unlike China Union Pay that is available only in major merchants, Visa with its unparalleled coverage is widely accepted, even in the small store in the corner of a quaint street, letting them experience the different kind of travel experience that they are looking for.
Results and Effectiveness:
• More than 7,000 people visited Visa bicycle free rental booths and experienced our service within one month. They acknowledged that this service provided by Visa was very helpful in letting them explore off the beaten tracks
• 40% increase in outbound transactions from previous year
• 65,000 re-tweets, 4 times the industry standard
• 244,582 New Visa Followers, double the number in one month
• Social sentiment toward Visa increased to 97.3% , 5% increase from the average of previous year
Creative Execution:
• Key online video sites and social platforms: Revealed and spread out the satirical online talk shows (unbranded) and got people involved and discussed
• Travel sites: Integrated multiple platforms to launch Visa branded campaign and create more buzz and sharing
• On ground event: In hip tourist destinations off the beaten track, Visa provided free bicycle rentals, with the bikes equipped with a GPS showing unique Visa merchants to let consumer enjoy a different travel experience.
Insights, Strategy and the Idea:
Young Chinese are always eager to let their voices be heard by actively engaging in evocative social topics. They are also expecting brands to provide useful, rich and entertaining content.
• Online video is one of the main entertainment channels for young Chinese. Publishing original content on popular online video sites is able to drive attention. This is further supported by social media platforms that help to stimulate discussion and create buzz.
• Consumers tend to visit travel sites to get information when planning a trip. Leveraging the traffic of travel sites, we drove the consumer to our official website to participate our activity.