Visa: VISA RENTAL BIKE

Credits & Description:

Business/Commercial Products & Services
Medium: DIGITAL - ONLINE
Entrant: OMD China Shanghai / China
Advertiser: Visa China Shanghai / China
Agency: OMD China Shanghai / China
CEO: Arlene Ang
Managing Partner: Natalie Kat
Business Director: Jessie Fu
Associate Planning Director: Wing Yin
Senior Planner: Amber Wu
Senior Digital Planner: Joyce Zhao
Managing Partner: Deric Wong
Creative Innovation Director: Mark Goh
Production Company: BBDO
Shanghai / China
Chairman and Chief Creative Officer - Greater China: Wai Foong Leong
Group Account Director: Alvina Seah
Creative Director: Airy Han
Post Production Company: UNCLE
Jing'an / China
Account Director: Anson Bei
Chinese Visa customers revert to Chinese payment method UnionPay abroad, not realizing Visa has wider coverage. We needed to make Visa noticed to increase overseas transactions.
Visa targeted young affluent Chinese customers. They are independent and willing to explore when travelling, unlike traditional Chinese tourists who prefer group travel, visiting only famous attractions.
We captured attention of young Chinese online and whilst travelling overseas. Our idea “Visa Rental Bike” equipped Chinese Visa customers with free bikes and mobile GPS-devices to explore foreign cities “off-the-beaten-track”, extending to virtual online experiences that influenced more Visa customers back in China. We scoured Visa’s huge merchant database to design the best cycling routes around each city’s hidden gems, leading the travelers beyond tourist traps and directly to Visa-accepted merchants.
Word spread fast about Visa’s bikes online, sparked by engaging content and a fictional Chinese tourist character who provoked young Chinese demanding a different experience.