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VISA
How to convince customers to play in your team

RAN IN: Russia

CLIENT
Visa

AGENCY
BBDO Moscow *Lead Agency


INTEGER MOSCOW


Starcom


SUMMARY

Most customers habitually pay for their everyday purchases using cash out of habit, suppose the sum of purchase insignificant to pay for it by card. How to motivate them to use Visa card? Of course, fear of missing out the main event of the year – the World Cup final. Only one team could reach the final – the Visa fans team with the captain Alexandr Kerzhakov. Results exceeded all the expectations – the payment volume increased by 6.7 %, and the sum of average check amount decreased!

CASE VIDEO


Audience: Since everyday payments are made by absolutely everyone, we have chosen the widest possible audience: men and women — cardholders who use them when paying for large purchases, but daily payments are habitually made in cash.

Objectives: We used pre-campaign measurements as  benchmark, because Visa had no similar campaign previously Communication objectives: Message delivery: higher than ILM average (5) Growth of  Branded Recall and Ad Recall (5) Growth of the Preference image parameter: higher vs same period last year (6) Business objectives: Increase in payment volume, transaction #  and spend per active card in general and with partner supermarkets (Carousel and Pyaterochka) (7)Average check amount decrease (7)  5. Visa ILM Report Millward Brown Database, January 2018 6. Visa Brand Health Score Q3 2017 7. Global Data Science Report, 2018

Type: B2C

Language: English, Russian