Category: Best Use of Social Media Marketing
Product/Service: VISA CARD
Date of First Appearance: Mar 29 2010 12:00AM
Entrant Company: ID\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Domenico Massareto (ID\TBWA)
Copywriter: Wilson Ferrari (ID\TBWA)
Copywriter: Domenico Massareto (ID\TBWA)
Art Director: Caio Rogerio (ID\TBWA)
Art Director: Diogo Akio (ID\TBWA)
Project Manager: Juliana Tonussi (ID\TBWA)
Media Coordinator: Fernanda Martins (ID\TBWA)
Motion Design: Priscila Garcia (ID\TBWA)
Video Producer: (GAIA)
Planner: Igor Puga (ID\TBWA)
Operations Director: Natália Gouvea (ID\TBWA)
Media placement: Social Media - Facebook - 29/03/2010
Media placement: Social Media - Orkut - 29/03/2010
Results and Effectiveness
Every goal was reached. In some social networks the goal was beaten by 285%. Every product participating was completely sold out in Walmart. Some products sold in less than 35 minutes, the equivalent to 3 months of stock and we reached more than 8 million people without a single online banner. Understand it: people talked about VISA over the Internet and VISA was happy. VISA told Walmart there were thousands of potential buyers and Walmart was happy. Walmart gave a VERY special discount for VISA clients, and then people were happy. And VISA was happy again because ALL transactions were made with the VISA cards.
The combined use of e-commerce and social networks, invited consumers to make something that wasn't possible before: to bargain discounts on an online store. Every week, Walmart chose a product and VISA set a goal to be reached by consumers in social networks.
Examples: 5,000 twits mentioning VISA and a video game would cost 50% off its original price; 1,000 people on the VISA fan page on Facebook would result in a 40% discount for the UP DVD on the Walmart online store if people would buy with VISA.
The collective mobilisation aspect and high financial benefits made it unnecessary for VISA to buy media to divulge the campaign.
Insights, Strategy & the Idea
Raise the perception of leadership and innovation of VISA on the web, encouraging the number of virtual transactions made with the card by consumers that already buy online and consumers that own the card, but don't have this habit. Today, 67% of people own more than one credit card brand, and this reality demands a continuous quest for service differential. The insight was to offer an exclusive experience that was never done before on the Internet: to bargain discounts on an online store.
The Promo / PR Ad titled SOCIAL MEDIA BARGAIN was done by Id\tbwa advertising agency for product: Visa Card (brand: Visa) in Brazil. It was released in the Mar 2010.