Visa's global 'Go' campaign debut a consolidated effort

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Integrated campaign to focus on global possibilities
Integrated campaign to focus on global possibilities

After six months as a public company, Visa has launched a new global advertising campaign to consolidate its marketing — including media buying and global creative advertising — under a single Visa brand.

“We expect this consolidation will deliver significant operational efficiencies as well as reductions in production expenses and fees — thus maximizing the effectiveness of our overall marketing expense,” said Kevin Burke, head of global consumer marketing, Visa Inc., via e-mail.

The “More people go with Visa” or “Go” campaign uses digital and TV across the globe, and teams with AKQA for digital creative, TBWA\Chiat\Day for print and TV, and OMD for media. The creative highlights the value of using a Visa card rather than cash or checks, to encourage increased use of Visa cards.

“The campaign has been designed to complement the marketing efforts of finan­cial institutions who issue Visa cards by positioning Visa as the facilitator of transac­tions — that moment in time where people are taking action, from buying groceries to [going] for pizza and a movie,” said Burke. “This approach enables financial institu­tions to focus on strengthening relationships with their cardholders and differentiating themselves from their competitors.”

The digital element includes a microsite for the campaign where users can share photos and recommendations on different experi­ences (that can be paid for with a Visa card), along with receiving merchant offers.

The campaign also includes media ban­ner ads with live video feeds of people using their cards in six major cities around the world, including Buenos Aires and Ho Chi Minh City. Other banner ads will use Google Maps functionality to deliver local merchant recommendations based on user preference and time of day.

The TV spots, which launched in the US on March 4, portray people looking for new possibilities in their day, and how Visa can help achieve these goals. Visa's international markets will launch with a television spot, customized by each Visa region.

“The ‘Go' campaign is not about buying more stuff,” Burke said. “It's about using a better way to pay for the things you need and want, and getting the most out of life.”

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