VISASuccessful Digital Marketing Campaigns

Prepared by:

Pankaj Sultane

“We are the glue that binds paymentsystem together bringing real valueto cardholders, businesses, ourmembers and the economy”

Campaign- 1: Olympics 2012

“Life flows better with VISA”

What’s special about this Campaign?

Campaign- 1: Olympics 2012…

Campaign Objectives:

1. Consumer Awareness and Association

2. Change in Perception - Payments facilitator to Technology

3. Improve awareness and confidence in contact less

payments

Campaign- 1: Olympics 2012…

Brand Touch-points:

1. ~100,000 terminals (3500 in Olympic Park)

2. Coca-Cola vending machines

3. ~4000 taxis in London

4. ~8000 public bases

Campaign 2:

FIFA 2014

Campaign- 2: FIFA 2014

“Everywhere you want to be”

What’s special about this Campaign?

Campaign- 2: FIFA 2014…

Campaign Objectives:

1. Building Brand awareness

2. Accelerating electronification of cash to check

3. Let the clients know what they need to do?

4. Showcase payment technology

Campaign- 2: FIFA 2014…

Touch-points:

1. 100mn interactions on social media

2. 75mn videos

3. 1.4bn digital impressions

Novel concepts:

1. VISA Fanbassadors – capturing and curating most defining moments

of the fans

2. Teletransmitter –

3. Educational video game (played ~3mn times)

Thank You