Visa: Visa Rental Bike, 2

Credits & Description:

Nomination: Products & Services
Category: Financial Services
Awards: AME Bronze Medallion
Company: OMD China
Award: AME Bronze Medallion
Brand: Visa
Title: Visa Rental Bike
Country: CHINA
Competition: products & services
Category: financial services
Vice President, Head of Marketing, Visa China: Sze Meng Soon
Managing Partner, OMD China: Natalie Kat
Business Director, OMD China: Jessie Fu
Associate Planning Director, OMD China: Wing Yin
Senior Planner, OMD China: Amber Wu
Senior Digital Planner, OMD China: Joyce Zhao
Chairman & Chief Creative Officer - Greater China, BBDO: Wai Foong Leong
Managing Director, BBDO Proximity: Sharlene Wu
Group Account Director, BBDO: Alvina Seah
Creative Director, BBDO: Airy Han
Account Director, Uncle: 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.