Visa, Inc.

Tony Chang - Head, Global Prepaid Mktg.
Wei Jiang - Head, Consumer Prepaid Mktg.

TBWA\Chiat\Day *Lead Agency

Evan Boswell - Art Director
Dan Goldstein - Director, Planning
Greg Halbreich - Copywriter
Will Hammond - Creative Director

OMD

Wendy Aldrich - Global Acct. Director

AKQA

Keith Skelton - Group Acct. Director

Footsteps

Charles Jamison - Brand Strategy Director

SocialArc

Aaron Mann - CEO, Chief Strategy Officer

The Prepaid card competitive landscape had long been filled with low-budget production, DRTV-style ads, encouraging late-night TV viewers to "call now!" with the benefit of "no credit check!" and the knowledge that unlike traditional credit and debit, "you can qualify!" The key to breaking this category convention was going to be uncovering audience truths through research. We could then focus on educating the consumer on the benefits of Prepaid, with the hope that this would lead to purchase and activation of Visa Prepaid cards. The secondary goal was to increase usage by giving Prepaid cardholders more ways to use their cards.