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Visa
How focus on the main topic helped to expand business

RAN IN: Russia

CLIENT
Visa

AGENCY
BBDO Moscow *Lead Agency


Starcom


SUMMARY

Premium Visa cards granted lots of offers and discounts, but due to diffuse communication and limited budgets the offers knowledge was not build and could not capture the attention of consumers. To attract the audience brand decided to focus on travel as the most attractive category to affluent audience and to unite all offers into one package for an unforgettable vacation. That’s how Visa took care of premium cardholders on all stages of the trip. The results exceeded the expectations: the number of active cards increased by 25%, the premium cards turnover soared by 22%

CASE VIDEO


Audience: 25–40 y.o., urban, monthly income of >150 000 rubles for Moscow, and >100 000 rubles for the regions. Active users of bank products, having 2–3 plastic cards, leading active social life.  

Objectives: To be sure that the focus approach is more effective than promoting individual offers, we took the results of the previous campaign (Q1-Q2’17) that had the same duration and communicated 2 privileges as benchmark (for details see table in chapter 8). Communication objectives & KPIs: Message delivery (affluent audience) Growth of brand image parameters among travelers Business objectives & KPIs: Growth of active cards number (net lift) Growth of payment volume (net lift)

Type: B2C

Language: English, Russian