Cannes Lions

VISA ATM

BBDO CHINA, Shanghai / VISA / 2009

Overview

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Credits

Overview

Description

Differentiating and maximized VISA brand visibility at every VISA touch point during Beijing Olympic Games.

Execution

We transformed an otherwise routine VISA Card transaction into an exciting encounter through strong VISA branding.Instead of the typical Chinese red and yellow, we reinforced the VISA blue and white (like Chinese porcelain) combined in the yin and yang, a timeless symbol of harmony, which is also the key icon of the Beijing Olympics. This harmony between traditional aesthetic and modern design is the perfect way to integrate the VISA brand with the Beijing Olympics.

Outcome

“The best overall card for your payment needs” bypassed China UnionPay (government owned payment system) and lead by 14%.Visa bypassed China UnionPay in Top of Mind brand awareness by 39%. Visa is the third Olympic aware brand following Coke and Lenovo, the marketing spending for these brands are 15-20 times that of Visa.On the official opening day, August 8th 2008, VISA cardholders from around the globe swiped nearly USD 10million, an increased of 11% compared to the same day a year before.

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