On March 21st, daylight saving time ends in Brazil. On that day, something peculiar happens: when the clock strikes midnight, it becomes 11 p.m. again. Technically, that entire hour never existed. And if that hour didn't exist, what could happen to the purchases made in that time? We took this as our jumping-off point in creating “The Blank Hour.”

Customers who made purchases during that hour with Visa were informed, upon receiving the product, that the hour hadn't existed and they wouldn't need to pay for their products.

Days after the end of DST, we published a spot online, inspired by the host of a show of mysterious phenomena, telling the story and laying out the promotion.

This allowed for the creation of specific content for social media and YouTube.

Days after the end of DST, we published a video online inspired by the host of a show of mysterious phenomena, telling the story and laying out the promotion.

With an ironic, good-natured air, the host asked if this was a fantastical occurrence or just something that could happen to those who use Visa.

The spot was published on YouTube and on Visa’s major social media profiles, on Facebook and Twitter.

The video is currently the most-watched and -shared of its kind to date on Visa’s social media, with over 55 million people impacted and 110 million media impressions.

In the week that the video was published, online purchases with Visa went up 46%. And they’re still rising.

People have made contact on a daily basis through Visa’s social networks, asking when the next promotion will be. This gave rise to a unique opportunity for the brand: to create specific promotions for other special occasions and dates throughout the whole year.