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Visa Signature
Visa Signature. Your idea of what a card should be.

RAN IN: United States

CLIENT
Visa

Kevin Burke - CMO
Rachel Bautista - Business Leader
Tony Chang - Head, US Segment Mktg.
Alex Craddock - Head, NA Mktg.
Gustavo Perez - Sr. Business Leader

AGENCY
BBDO New York *Lead Agency

Melissa Miller - SVP, Planning Director
Jessica Townsley - SVP, Acct. Director
Olivia Farr - NA, Acct. Lead
Don Schneider - Executive Creative Director


OMD


Proximity

Stewart Krull - Executive Creative Director


MRY


SUMMARY

How do you get 5% of Affluent cardholders to use their Visa Signature instead of their other cards - when most of them don't even realize they have one? And you're outspent by 5x? You nail relevance. Affluents saw the vat of category benefits as mostly irrelevant, and assumed ours were too. But we had used their input to create them; and when they knew it, it made all the difference. A significant jump in awareness drove an all-time high for equity and engagement, and usage that was 20% above goal.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV,Interactive,Social Networking Applications

Audience: Affluent Cardholders (45),HHI $100K+

Objectives: Increase awareness

Type: Business-to-Consumer

Classification: National

Language: English