Cannes Lions

VISA

ALMAPBBDO, Sao Paulo / VISA / 2014

Presentation Image
Online Video
Presentation Image
Online Video
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Overview

Entries

Credits

Overview

Execution

Beyond being seen on the webseries, the duo interacted with the target on social networks, incentivizing the use of the card’s benefits.

On Twitter and Facebook, we created groups for people interested in travelling, entertainment, and gastronomy, and users received personalized responses to their posts.

For example: a user who posted that she was in love with the dolphin got a post back from Visa with a video of the dolphin inviting her to a romantic dinner and saying that Visa’s Concierge service had all the best options.

Outcome

Consumers learned to how to make the most of their cards.

Compared to the same period last year: calls to Visa Concierge increased 33%, calls for Emergency Medical Assistance Insurance increased 75%, visits to Visa Luxury Hotel Collection increased 90%, and bookings revenue went up 53%.

The campaign hit 71% prompt recall, and 77% of people answered, “This card is the best option for me.” (*GBEAT April 2014).

It is the best-liked and most-shared campaign in Visa’s history.

Before the launch of the 3rd episode it had more than 11.2 million views, over 385,000 likes and more than 46,000 shares.

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